Peter Drucker once said that the primary purpose of a business is to “create and keep a customer”.

The work needed to create and keep that customer today is very different from what it once was. Digital business practices have disrupted traditional marketing, sales and customer service roles.

Leading topline performers are developing new capabilities, designing effective sales and marketing organizations and building a revenue talent optimization strategy.  

An effective revenue capture team is made up of many jobs, roles and functions (some old and evolving, and many new). Successful teams have a foundation of trust with people who are highly engaged and motivated, open to change, and executing well.

Sales and marketing must develop and operate as a cohesive, collaborative team to deliver on the promise of the business strategy. High engagement is critical, and revenue leaders should always be aware of the forces of disengagement that may exist within their teams.

Source: The Predictive Index

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