Four Drivers to Maximize Your Revenue

Rather than splitting marketing according to the five P’s; Product, Price, Place, Promotion and People I believe a far more insightful perspective is required. During my 25 plus years of marketing consulting work I developed a model that focuses on all marketing activities according to the following four key drivers that will enable you to maximize revenue growth:


Each of these drivers encompasses significant marketing activities and elements. In order to effect measureable change within any one of these four drivers each must be assessed for strengths and opportunities. This perspective enables cutting across company marketing silos that have emerged over the past two decades due to the specialization of the marketing discipline.

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