The State of Revenue Strategy

The State of Revenue Strategy 2024

Thans for your participation in this 5 minute survey. Revenue strategy is the strategy of reaching your goals through sustainable and profitable growth. By collecting the answers of this survey, I am building a report about the state of revenue strategy in the startup and scale up scene. The results will be published in a report that you can access first. ***you will NOT be put in an automated sequence. All the communication you will receive is related to this report.***
Name*

First NameLast Name
Professional Email*
No google, yahoo, hotmail...
Role*
What is your job title?
How many employees do you have?*

Less than 25Between 101 and 250Between 26 and 100More than 251
What is your average deal size?*

Less than 3,000 ARRBetween 3.1k - 25k ARRBetween 25.1 - 100k ARRMore than 101k ARR
What is your average sales cycle?*

6 weeks or less7 - 13 weeks4 - 6 monthsMore than 7 months
What are you currently focused on?*

Growth / Top LineMargins and efficiency / Bottom Line

What 3 top priorities do you have this year with regards to your revenue strategy?*

Rows	Client & Revenue development	Team Alignment	Datadriven	Functions (Sales, Marketing, CS)
People
Tools
Process
Technology

Specific Priorities
People: What 3 priorities do you currently have?*

Hiring more People, including LeadershipMaking our Leaders betterRetaining our PeopleGaining more revenue from existing clientsGaining more revenue through new clientsBetter Alignment and Collaboration between Sales, Marketing and CSDeveloping the Right SkillsCareerpathing and rewarding
People: Do you have an onboarding program for new sales people, and how long does it take?*

NO, we don't have one.Yes, and it takes a week or lessYes, and it takes between 2 - 3 weeksYes, and it takes 4 weeks or more
People: Coaching: How often do you coach your people*

We don't have a coaching programWeekly 1-to-1Bi-Weekly or monthly 1-to-1Quarterly 1-to-1Other
Tools: What are your top 3 priorities?*

Adding more toolsDecreasing the number of toolsAdding automation in salesAdding automation in marketingAdding automation in CSOur people start using our tools, including CRM
Process: What are your top 3priorities do you currently have?*

Better pipeline managementBetter forecastingBetter handovers between departmentsCreating upsell opportunitiesGaining better leadsGaining better inbound leadsDoing more with the same, or fewer, resourcesImproving our conversion rateImprove data driven decision makingImprove forecasting accuracy
Process: Lead Generation: Are you tracking where your leads come from?*

YesNo
Process: Lead Generation: Lead attribution*

Marketing and sales are each responsible to reach their own lead target, in number of leads or in potential revenue.Marketing and sales have a common lead target, either in number of leads and/or in potential revenue
Process: Lead Generation: What is your share of inbound vs. outbound leads?*

Less than 10% are inboundBetween 10 - 20% are inboundBetween 21 - 50% are inboundBetween 51 - 75% are inboundMore than 76% are inbound leads
Process: Lead Generation: The share of inbound leads increased compared with 12 months ago.*

YesNo
Process: Lead Generation: What share of your revenue comes from new clients?*

Less than 5%Between 5.1 - 20%Between 20.1 - 50%More than 50.1%
Processes: Forecasting - How often do you forecast?*

We don't forecastWe forecast once a weekWe forecast every 2 weeksWe forecast every monthOther
Account Management - Upsells: The relation between sales and CS*

Sales is responsible for closing the upsell with existing clientsCS is responsible for closing the upsell with existing clients
Account Management: The relation between sales, marketing, CS*

Sales and marketing collaborate towards existing clients, CS is not involvedSales and CS collaborate towards existing clients, Marketing is not involvedMarketing and CS collaborate towards existing clients, Sales is not involvedAll 3 departments are involved towards existing clients.
Partner Management*

Less than 50% of our revenue comes through channel partnersMore than 50.1% of our revenue comes through channel partnersWe have no channel partners
Partner Management: We have a multi-tiered program*

YesNo
Revenue Operating Model: Do you distinguish between demand creation, demand capture and revenue creation stages?*

YesNo
Revenue Operating Model: Everybody knows what to do in the above stages and there are clear handover processes between sales, marketing and CS*

1

2

3

4

5

6

7

8

9

10

1 is Not at all, 10 is Very clear
Technology: which do you have of the following?*

CRMCall manager ToolsCall recording ToolsE-mail marketing ToolsSocial content management ToolsOther
Technology - AI, where are you planning to use it the coming 12 months?*

Sales, and we are using it alreadySales, and we are planning to use itMarketing, and we are using it alreadyMarketing, and we are planning to use itClient Success, and we are using it alreadyClient Success, and we are planning to use itWe don't use it, and don't plan to use it within 12 months
Please rate following statements
We make more datadriven decisions than 12 months ago*
Our pipeline is larger than 12 months ago*
Our average sales cycle decreased compared with 12 months ago*
Our conversion rate increased compared with 12 months ago*
We have regular meetings between CS, Sales and Marketing Leadership*
We stimulate regular meetings between CS, Sales and Marketing staff*
What else would you like to add?*
Can I contact you if I would have questions concerning some of your answers?

No please!Yes
Should be Empty:

The State of Revenue Strategy 2024

Specific Priorities

Please rate following statements