Itrequiresoriginalthinking.Forexample,shouldsalesterritoriesbeorganizedgeographicallyorbycustomersegments?Costproductivitysuggeststhatgeographicalareasarebetter.Revenueproductivityoftenshowsorganizingbycustomersegmentscangrowrevenuesdramatically.
Revenueproductivitydemandsthatyoufocusonthekeyissues.Forexample,inthemovieindustry,theamountoftimespentmakingafilmisofnorelevancewhatsoever.Instead,thesuccessorfailureofamovierestssolelyonbuildingbuzzarounditsfirstweekendofrelease.Ifamoviegeneratessubstantialrevenuethefirstweekenditisreleased,everythingelsewillfallintoline.
Revenueproductivitydoesn'tjustresideatthetopoftheorganization.Itcanbesomethingassimpleastrainingrepairmentoglancearoundthecustomer'shomewhiletheyareoutonaservicecalltoseewhatotherappliancesmightneedrepairorreplacement—andthenhavingawayforthatinformationtobepassedontothesalesdepartment.