Host Neeta Bidwai discusses the good revenue framework, emphasizing the importance of focusing on customers who understand the value of your services and contribute positively to the business.

The episode covers:

• Why good revenue is worth more than bad revenue.
• Good revenue is financially beneficial in the long run, driven by customers who understand and appreciate the value of the product, leading to low churn and high referrals.
• Bad revenue entails short-term gains with long-term costs due to high-maintenance customers and concessions that distract from core strategies.
• The paradigm shift in buyer behavior (backed by extensive amounts of data) necessitates a new approach to marketing that focuses on customer education and engagement early on.
• Integrated strategies across marketing, sales, and product development are crucial for driving good revenue and minimizing wasted resources and internal conflicts.
• The importance of tight positioning, understanding customer value perception, building a durable feedback loop within the organization, and involving legal and finance teams in the go-to-market strategy.
• How to optimize go-to-market strategies, leveraging customer insights, and making strategic decisions that favor long-term revenue growth over short-term gains.
• The crucial role of a collaborative approach across teams to meet business goals.
• Setting clear revenue strategies to avoid common pitfalls such as chasing unprofitable deals or misaligning with customer needs.

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Where to find Neeta:

https://www.linkedin.com/in/neetabidwai/

Where to find Good Revenue:

https://goodrevenue.io/goodrevenue

https://www.youtube.com/channel/UCHrhuWbpYnUwrR75H2Ip4yQ

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Highlights:

00:00 Introduction to Good Revenue

00:29 Defining Good and Bad Revenue

02:43 The Strategic Choice of Good Revenue

02:50 The Changing Buyer Journey

06:47 Marketing's Role in Good Revenue

14:58 Sales Strategies for Good Revenue

18:44 Product Development and Good Revenue

27:40 The Role of Legal and Finance in Go to Market

30:35 Conclusion and Final Thoughts

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Referenced:

Buyer journey meta-analysis data (Gartner, McKinsey, TrustRadius, G2, Bain, KornFerry): https://goodrevenue.io/buyerjourney

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Sound by RPS: https://www.rps-audio.com/ 

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