When it comes to sales, revenue tends to dominate the conversation. But one question remains essential:
Are we selling well, or are we simply selling a lot?
Sustainable commercial growth should always keep two elements together:
- Revenue growth
- Quality of margin
Increasing revenue through constant discounting can produce short-term results, but it often reduces the value generated in the long term.
The most solid companies constantly monitor:
- Margin per client
- Margin per product
- Channel profitability
- Cost of sales activities
Because not all sales carry the same value. And not all clients contribute equally to the company’s growth.
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