Ever had a month where your sales team crushed their numbers… and yet your bank account didn’t seem to notice? It’s a frustrating truth: more sales don’t always mean more revenue you can actually keep.

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I was in a situation where I was pushing for more projects and sales to get the business track. I was saying yes to every project. On the surface, it felt good – people wanted my work. But then I noticed that margins were tight, and I was not really making headway. I was taking on work that did not make money.

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The Treadmill Effect

I know I am not the only one who cannot resist a sale, I mean selling an engagement. But, when businesses focus on volume alone, they often end up running faster just to stay in the same place.

• Projects come in, but margins are razor thin.

• Clients need more time than planned.

• Workload grows faster than profit.

 

It’s growth, yes, but growth with more stress, more complexity, and not much more money.

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Why Revenue Quality Beats Revenue Quantity

Think of revenue quality as the health of your revenue, not just the size.

• Are you winning the right clients, or just any clients?

• Are your deals structured to protect margin, or are you discounting to win work?

• Are your offerings positioned where you can command premium pricing, or are you stuck competing on price?

 

Two companies can post the same sales numbers, but the one with higher-quality revenue will always be more profitable, more stable, and better positioned for growth. And valued more by investors. It shifts the conversation from diagnosis to design. From debating the past to creating the future.

 

A Quick Example:

I worked with a company that had their “best sales year ever”—on paper. But they were doing low-margin projects for high-maintenance clients. The margins were slim, the commissions high. By refining their client mix and tightening up how projects were scoped and priced, they were able to earn more profit the next year on their sales.

 

The Hidden Cost of Ignoring Revenue Quality

If your revenue mix isn’t healthy, every new sale adds weight to your business instead of strength. Your team burns out faster, your cash flow stays unpredictable, and opportunities for higher-value work get pushed aside

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Where to Start

The first step in fixing this isn’t “more leads” or “more sales calls.” It’s knowing the quality of the revenue you already have, and where it’s hurting you.

That’s exactly what the Lead-to-Revenue Assessment uncovers. It shows you where the revenue treadmill is slowing you down, and how to get off it without losing momentum.