Andrew Rudin: Navigating Revenue Uncertainty

Targeting Vulnerable Consumers: The Dark Side of Lead Generation

Comedian Jerry Seinfeld popularized the humor contained in banality. His brilliance was in extracting hilarity from bad-tasting hot dogs, annoying neighbors, and weird clothing. But marketers use banality for darker purposes. Consider a Tweet I made recently: “I’m walking to Whole Foods after work to...

Accuracy, and Other Harmful Myths about Revenue Forecasting

Most people don’t humble brag about revenue forecasts. “Our #revenue #forecasts have been 2% off for 7 straight qtrs. Can’t make them accurate. #annoyed” But some have honest anger. When I look online for the phrase, bad sales forecasts, I receive around 2,300 results. Nothing...

Revenue Planning 2016: Seven Ways to Keep Sales from Becoming a Risk Receptacle

Four years ago, Martin Winterkorn, now the former CEO of Volkswagen, described an audacious goal to triple the company’s US sales. As he explained it, that achievement would be a milestone for toppling Toyota as the world’s largest automaker. “By 2018, we want to...

Design: Reducing Revenue Risk with Elegance

I’m looking at a contemporary marvel of design engineering. A form that anyone can recognize, but would be just as familiar to the ancient Greeks. A form ideal for its purpose, based on the principal of the helix. I could endlessly admire its perfection,...

“Hey Y’all! Watch This!” Are You Wingsuit Flying with Your Revenue Plan?

The English language needs a new word. A word that combines the meanings of hope and stupidity. Hopeidity sounds right. A versatile noun I can use when someone exclaims, “Hey y’all, watch this!” I searched for this phrase online, and began an adventure to...

Teach Your Sales Force Well: Learning from Pay-for-Performance

As Americans breathlessly awaited release of the Wells Report concerning the New England Patriots football-inflation scandal, another one was unfolding. A scandal that didn’t feature star athletes and lascivious double entendres, but was arguably more heinous. USA Today reported that “the city of...

The Lucrative Black Market for Customer Trust

“Free travel.” A combination of words that grabs my attention, and stirs my soul. When? . . . How? . . . I’m thinking Machu Pichu! The Galapagos! High adventure, or a cheap way to satisfy an obligatory visit to a friend or relative....

“Try It, You’ll Like It!” The Power and Pitfalls of Trying Before Buying

Me? I’m way too savvy to fall for slick marketing gimmicks. But a trip to my local Whole Foods Market upended my fragile arrogance. As I approach, the automatic doors part to a welcoming aperture. Across the threshold, I am embraced in an olfactory...

Can Your Sales Contracts Withstand Misfortune, Misunderstanding and Mistake?

By Andrew Rudin and Aileen A. Pisciotta, Esq. For many sales practitioners, Legal has earned a reputation as the Sales Prevention Department. “Look – to close this deal, the last thing we want to do is get lawyers...

Constructive Paranoia: Coming Soon to a Sales Organization Near You

Admiral Hyman Rickover, who pioneered the US nuclear-powered navy, famously required job candidates to sit on a chair that he intentionally made awkwardly lopsided. He felt anyone who could deal with the aggravation was likelier to succeed on his team. “Sure it’s uncomfortable working without...

Do You Mangle What You Measure? Eight Pitfalls to Avoid

“You can’t manage what you can’t measure.” Grrrrrr! It sounds authoritative. Catchy, too. I like it! I wanted to learn who originated this hallowed maxim, and my search led to none other than W. Edwards Deming, the quality guru. He must have...

Revenue Uncertainty – Part III: How to Model Revenue Risk

Tension is high, and anticipation is thick as the annual sales kickoff for DisruptaCorp begins. Employees at the young tech startup settle in their seats. Mobile devices are hurriedly silenced and stowed. Chatter dissolves into quiet. ...

Revenue Uncertainty – Part II: Putting Uncertainty to Work at Your Company

Last year I snapped a photo of a curious bumper sticker, and posted it on Facebook. It read, If you’re prepared for flying irradiated zombies that can swim, then you’re prepared for anything. I figured the car’s owner to be either a risk manager...

Revenue Uncertainty – Part 1: Known Unknowns, Unknown Unknowns, and Everything in Between

“. . . There are known knowns; there are things we know we know. We also know there are known unknowns; that is to say, we know there are some things we do not know. But there are also unknown unknowns—the ones we don’t...

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