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Scaling the Revenue Engine — Chapter 8: Product

Your product exists to meet a true market need, and by doing so, to drive revenue. As such, it is a key component in the revenue engine — one of the main building blocks of the Mission / Strategy foundation layer. Since your product is the central source of customer value, your product roadmap is an essential tool in optimizing revenue growth. Your roadmap prioritizes the projects you believeRead more


[Webinar] Scaling the Revenue Engine — Chapter 7: Brand Identity

Tom Mohr, Founder and CEO of CEO Quest, presents a research-backed, best practice methodology for a practical, intelligent brand identity process that ensures traction and scalability in your tech startup. Guest David Kopp, CEO of Healthline Media, shares the company’s brand identity document and his experience creating brand assets that communicate to Healthline Media’s top customer profiles. This webinar covers material from Chapter 7: Brand Identity in Scaling theRead more


Scaling the Revenue Engine — Chapter 7: Brand Identity

 You are whom you can credibly claim to be. Brand identity is the comprehensive expression of your aspirational self-image. Built upon the foundations of smart segmentation, distinctive value proposition, and clear competitive positioning, it is the final step in brand development. It’s important to remember that your brand’s value ultimately depends on just one thing: the meaning attached to it by the buyers and users in your target market.Read more


Scaling the Revenue Engine — Chapter 6: Competitive Positioning

Proper positioning packs punch and parts the pack. Competitive positioning is a bold, defensible claim. You start with the market and top priority segments you serve. You consider the competitive dynamic. You evaluate major trends. You glean your essential value as captured in your Value Proposition, Chapter 5 of Scaling the Revenue Engine. Using all of these (the market, competitor positions, trends, and your key value attributes), you createRead more

value proposition concept team work business marketing together with hand and table

Scaling the Revenue Engine–Chapter 5: Value Proposition

Your company’s value proposition and its value proposition are linked. As a tech company CEO, you understand the power of technology to change the world. Every sector of the global economy is under continuous invention and recreation; technology’s forward march is relentless. In this march, tech companies (led by their CEOs) stride forward in a long, ragged line. Some peter out. Some fall away. Only the best accelerate. For theRead more


Scaling the Revenue Engine — Chapter 4: Customer Segmentation

Smart segmentation sparks scaling. You have a product. It makes the unworkable workable; the unavoidable and urgent easier. On some dimension of personal or corporate need (status, affiliation, safety, ease of use, cost, speed, etc.), your product wins big. Segmentation can only emerge from this: the solid foundation of a compelling product. Without it, you have nothing. Once you’ve nailed basic product / market fit, however, proper segmentation isRead more


Scaling the Revenue Engine — Chapter 3 :  Mission, Vision, Values

Mission mobilizes. Vision visualizes. Values vitalize. Mission, vision, and values are the big three. They inform your market focus — the customers you seek, and those you don’t. They paint a picture of the world you hope to create. They stipulate the agreed upon norms. If these bold proclamations are to be respected, every person in your company will hold every leader in your company accountable. Yes, your topRead more


Scaling the Revenue Engine — Chapter 2: Revenue Engine Maturity Model

Mature or not mature? That is the question. As a tech company CEO, caught in the throes of crisis de jour, it’s often hard to devote any time to a thoughtful, sequential build-out of the revenue engine. You just need more sales now: nothing else matters. But smart tech startup CEOs figure out how to progress steadily through clearly defined stages of maturity while simultaneously delivering the day-to-day unit sales,Read more

Revenue Engine Chapter 1

Scaling the Revenue Engine — Chapter 1: Revenue Engine Overview

Chapter 1: The Revenue Engine Overview Webinar by Tom Mohr and Bill Portelli on 12/9/2016 Only 0.14 percent of the 60,000 software companies that received funding in the past decade have become unicorns (companies worth $1 billion or more) [1]. Thirty percent of these lost their entire invested capital, and 70 percent failed to achieve projected ROI (in other words, they had an unsuccessful exit) [2]. An article publishedRead more