{"id":12800,"date":"2021-05-07T17:00:00","date_gmt":"2021-05-07T17:00:00","guid":{"rendered":"https:\/\/sandler.dsstaging2.com\/case-study\/three-ways-to-measure-your-organizations-growth-potential\/"},"modified":"2022-10-18T15:57:10","modified_gmt":"2022-10-18T15:57:10","slug":"three-ways-to-measure-your-organizations-growth-potential","status":"publish","type":"post","link":"https:\/\/sandler.com\/blog\/three-ways-to-measure-your-organizations-growth-potential\/","title":{"rendered":"Three Ways to Measure Your Organization\u2019s Growth Potential"},"content":{"rendered":"\n

What kind of revenue growth do you want to see between now and the end of your fiscal year\u2014or whatever date is most relevant in your world? What kind of figure should you be shooting for? And how can you be certain that target is both aggressive and realistic?<\/p>\n\n\n\n

Here are three (relatively) simple ways for sales leaders to begin closing in on the answers to those important questions.<\/p>\n\n\n\n

  1. Size the market opportunity in terms of your current customers. <\/strong>One good way to begin this (ongoing) process is to do a simple account-level analysis. Consider making the first part of that analysis the development of a rough, but realistic, estimate of the quantity known as \u201cwallet share.\u201d I\u2019m sure there is a more up-to-date term for this, but let\u2019s stick with \u201cwallet share\u201d now for the sake of convenience. Look at each customer you now serve who represents a significant amount of revenue, or the potential for significant revenue. Of course, how you define \u201csignificant\u201d is up to you, and it\u2019s a major decision. But once you\u2019ve figured that out, sit down with the relevant members of your sales team and come up with your collective best answer to the following question: How much of this account\u2019s available revenue is going to us? <\/em>In other words, if the total revenue available is all the money in the customer\u2019s \u201cwallet,\u201d how much of that are we getting right now? Using the best data available to you, come up with your best answer to that question for every significant account currently buying from you \u2026 and then figure out the total revenue available from those accounts. If your team services 50 accounts that deliver significant revenue or the potential for significant revenue, you can be fairly certain you are not<\/em> currently receiving 100% of the available revenue you could be getting from those 50 accounts. So: What is the best estimate of the \u201cwallet share\u201d you don\u2019t have, but could have, in your most important accounts? What is the best estimate overall? You might determine that you\u2019re currently receiving 60% of available budgets across all 50 accounts. What, then, is a realistic target for growth? You might decide it makes sense to aim for a dollar amount that equates to 75% by the end of your fiscal year. You may also want to incorporate a product\/solution penetration mix factor into the analysis. For example, if you have four primary products that you regularly sell, but a client only buys one, you would want to know that there is the possibility of cross-selling in that account.<\/li><\/ol>\n\n\n\n