Top Line Growth

The Three Lenses and Disciplines

 

By Kordell Norton

© Copyright 2007, all rights reserved

 

 

The Top Line. 

There is a universal equation that applies to all ventures stating that the revenue or top line minus the expenses (costs or middle line) result in the profits or the bottom line.  This article is about growing the top line.  To do that the organization needs to focus on three things and how they interact in their efforts . . .

 

The Lenses

The three primary colors of blue, red and yellow are used to create the colors of the rainbow.  If we assign a color to three overlapping circles, or "lenses",  a graphic results to help us understand the elements of growth and the focus needed for that Top Line. 

 

These three lenses are the resources and capabilities of what ever you do.  The three lenses are titled Passion, People and Products.  Of course each can be called by different names as seen in the 3 lens graphic.  So whether you call it passion, mission, vision, goals, objectives, or imperatives; they all represent a point in the future.  The same applies to the other two lenses.  For simplicity lets refer to them as Passion, People and Products. 

 

So a trip through the Top Line Growth Graphic will allow you to look at the efforts of any company, organization, or team who need to focus on the growth of their business. 

 

#1 - The Customer

Where all three lenses overlap we have the most important element of interest for the organization, the customer.  Appropriately the customer symbol should be at the center of all that the organization does.   This should play the part of being the shared purpose of all involved in the business. 

The Lenses

Passion

What are your goals?  What is the compelling and inspiring vision of some future state for you and your organization?  Leadership is all about creating the passion and motivations for the rest of the team.  To start any journey there is the need to have the vision of where the end point is.  Recently I took my family on a vacation to Disney.  Although the planning was months in the making, the "Let's go to Disney" was the visionary picture and phrase that allowed all involved to be focused.  The details (mission and objectives to get there) were what the team (aka: family) had to work through.  Leadership and it's passion starts at the top and is then driven down to everyone else in the organization

Products

You know what the products are that you provide your clients and customers.  But do you really have them focused on the real needs?  Have you thought of how they are positioned for all your stakeholders? 

Years ago I had accountability for sales of computers for one of the biggest names in the technology world.  We thought we knew who the sales force was for these products.  But as we focused on very high end, technically advanced hardware, we discovered that the traditional sales people always took the technical staff on sales calls so if any tough questions surfaced, they could answer them right away.  We started marketing these products to the technical staff, trying to prejudice them to recommend.  Sales increased by a factor of 400%. 

People

Employees are not enough anymore.  With the speed of business today smaller means faster, and leveraging both internal and external resources is imperative.  Beside your employees, are your other partners, vendors, board members, influencers "on board" and part of your efforts?

 

 

The Disciplines

Where the three lenses overlap we find the three disciplines.  For example, when you combine products and people you have the sales efforts of any organization.  When you overlap people and passion you have leadership and teams.  The overlap of products and passion and you find the need for strategy and marketing.

Strategy & Marketing

Dave Hewlett of HP once said that, "marketing is too important to be left to the marketing department."  His other quote that is so insightful is, "80% of Strategy is about marketing."   So much of growth is about the connecting Passion with the People.  This used to be done in months by companies, but is now done by the use of graphic facilitation in hours and days.  Great organizations know that you cannot wait 5 years to do a new strategic plan.  Marketing decisions are made on Monday and then reviewed on Friday to see what needs to be tweaked.  So strategy is looked at yearly.  As Leadership is focused on Vision, Mission, Goals and Objectives . . . Leadership is also focused on connecting people with the strategy so they too are passionate about direction and can communicate that to the customer (marketing).

Sales

In the 1900's "sales" was part of a select group within the organization who focused on selling the companies products and services.  Today sales is part of a synergetic effort by all employees, vendors, and partners.  All people are leveraged in the organization and are considered part of the selling effort.  Traditional "sales training" is now proven ineffective and so all these non-sales resources need to understand their part in the marketing of products and services.  Teaching your professionals how to "sell" in our high speed world is imperative. 

Leadership & Teams

There is an old joke about a man who's golfing buddy experienced a heart attack on the 10th hole.  "Wow" said his acquaintance later, "what ever did you do with Joe?". 

"Well" responded the gentleman.  "At first I didn't know what to do.  Then I figured out the best solution.  Hit the ball . . .drag Joe.  Hit the ball . . . drag Joe"

Teams are only as fast as the slowest person on the team.  For a Leader to "hit the ball and drag Joe" is a thing of the past.  Everyone on the team has to know what the Priorities are and how they as an individual . . . contribute.  Most organizations don't proactively manage teams or understand the dynamics of being a coach.  High performance teams require the wisdom of a proactive leader to get the synergy that results in 1+1=53. 

In considering the growth lenses; speed, communication, and common directions are a must.  New practices in traditional sales training, strategic planning using graphic facilitation and an understanding of branding for effective marketing are the methods.  Grow the top line and the bottom line grows with it.  And who doesn't want more of that?

About Kordell Norton - The Top Line Growth Guy

Your organization has a strong interest in the "top line" for growth. As a consultant, speaker, author, Kordell Norton works with corporate, association, education and government organizations who want to focus on branding, sales, marketing, strategic planning/leadership, team building, and customer service.

Kordell was an executive with several multi-billion dollar corporations with executive suite positions in sales, HR, marketing and call centers. As a certified Graphic Facilitator, he uses highly visual processes, along with humor, and entertaining methods for powerful, high energy presentations.

Author of Throwing Gas on the Fire - creating drastic change in Sales and Marketing

He can be reached at (330) 405-1950 or at kordell@kordellnorton.com or at his website -  www.KordellNorton.com