Three successful companies, dozens of failed attempts at partnering with vendors to help facilitate our revenue growth, so we were forced to do it on our own. We struggled getting their team to understand what problem we solved and who we solved it for, so we ended up with a calendar full of meetings with tire kickers. After enough carrots, we started to gain vision: revenue generation is holistic. All of the pieces must work in harmony with each other to have success, and it's an iterative ever-evolving process -- this is why we have teams for all five of the key areas of the revenue-producing value chain: (1) Market Research: How do we segment the market? Who do we target? How do we position ourselves in an impactful way? (2) Lead Generation: Outbound calling, account-based-marketing, digital marketing, and traditional marketing all working hand-in-hand to deliver quality leads on the calendar. (3) Sales Playbook: Once we get the quality lead on the calendar, what process, talk track, and collateral do we leverage to increase conversion rates and close for the highest $ value possible? (4) Upsell and Expansion: How and where can I add more value to my customer base to reduce churn and increase average revenue per customer? (5) Revenue Operations: What technology should I use to facilitate the process & garner actionable insights for growth? How do I set it up? How do I manage it? We're revenue-isticians. Not magicians.