Doug Davidoff says, “I have a confession to make. I’m a revenue (sales) guy. I can think about, conceive and vision growth opportunities without even trying. On the other hand, thinking about (and understanding) costs doesn’t come so easily to me.

I’ve learned that understanding your costs is crucial to creating profitable revenue consistently, sustainably and scalably. Unfortunately, very few small and mid-sized companies understand their sales cost structure well enough.

This creates two potential problems (one obvious and one not-so-obvious):

  1. If your costs are too high, you’ll struggle to grow profitably and your very sustainability will be threatened.
  2. If your costs are too low, you may very well struggle to gain the momentum and velocity you need to break through the noise, separate yourself from your competition and achieve your sales growth goals”.

The Key to Driving Consistent Growth: Understanding Costs


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