The Four C’s

Quick Tip

For a revenue officer…, the Four C’s (i.e., things to always keep your eyes on):

  1. Customers
  2. Competitors
  3. Costs
  4. Capabilities

Further, keep market maps (size, growth rates), define where to compete and how to win, know industry pricing, track customer/product profitability, quantify customer loyalty, monitor your firm’s relative cost position, and make sales systems assessments an ongoing priority.

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