Few things are as crucial in your company as cash flow and revenue. For CFOs, optimising these aspects is a top priority. One of the most effective ways to achieve this is by reducing your sales cycle time.
However, the road to success is paved with decisions, and there are four fundamental choices that every business leader must make to ensure sustainable growth and profitability.
These decisions revolve around People, Strategy, Execution, and Cash.
The Gazelles Institute surveyed more than 1300 executives of growth firms across five major regions to see which of the four decisions they most needed to focus on next.
We found patterns aligned with the opportunities and challenges of the region, which we’ll share towards the end of this article.
Let’s delve into these and learn more about what you should prioritise according to your business’s context and needs.
The Four Decisions Framework
- People Decisions: Your First Step Towards Success
The foundation of any successful business is its people. Challenges in this area can either energise your organisation or become a significant emotional drain.
People issues can encompass conflicts with partners, over-dependence on a single customer, supplier delays, disruptive employees, or even personal challenges affecting your team. One common mistake is hastily adding more employees as a knee-jerk reaction to problems.
To tackle these challenges, prioritise getting the right people in the right roles, with clear accountabilities and performance metrics.
- Strategy Decisions: Charting the Path to Growth
A business’s strategy is its roadmap to success. If your revenue growth is not keeping pace with your expectations, it may be time to reevaluate your strategy. Having a clear and concise strategy allows you to align your entire team and avoid expending resources on non-essential activities.
Renowned author Jim Collins refers to this precisely articulated strategy as a company’s “hedgehog,” while others call it a Unique Selling Proposition (USP) or brand promise.
Regardless of the terminology, a successful strategy is one that leads to rapid revenue growth. Turbulent economic times often expose weak strategies, prompting companies to reexamine their business models.
- Execution Decisions: Turning Revenue into Profit
Execution challenges arise when increasing revenues fail to translate into increasing profits. Many companies experience exponential revenue growth due to a unique advantage but suffer profitability setbacks due to poor execution.
Inefficient execution often leads to excessive working hours, as heroic efforts are required to keep the organisation running smoothly.
By tightening your execution processes, you can significantly enhance gross margins, profitability, and overall efficiency.
- Cash Decisions: Fueling growth
Cash is the lifeblood of any business, and the first law of entrepreneurial gravity states that “Growth Sucks Cash.”
Calculating your Cash Conversion Cycle (CCC) can provide insights into how long it takes to recoup expenses, from marketing to wages.
By minimising this cycle, your company can generate more cash as it grows, providing the necessary resources for expansion.
Take Dell, for instance, which reduced its CCC from 63 days to nearly minus 35 days, resulting in over $9 billion in the bank.
Your Decision: Charting Your Path to Success
Now, it’s time for you to decide where to focus your efforts among these four crucial decisions.
In a recent survey of 1300 executives from growth firms across the globe, distinct differences emerged between developed and developing regions.
While developed nations emphasised accelerating top-line growth and leaned toward strategy, developing nations highlighted the urgent need for qualified talent to support their rapid growth.
Nevertheless, across all regions, a significant portion of firms recognised the importance of execution in achieving their goals. Many had solid strategies and dedicated teams but needed to improve profitability and streamline processes.
In conclusion, whether you are looking to fine-tune your people management, redefine your strategy, enhance execution, or optimise cash flow, the key decisions you make will determine the trajectory of your business. By making the right choices, you can unlock your company’s true potential and achieve sustained growth, profitability, and success.
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