Strategies to Overcome Three Barriers to Revenue Growth | What’s Your Edge?

For this episode of “What’s Your Edge?” I’m thrilled to welcome Heather Valentine to the conversation. Heather is a seasoned growth executive with over 25 years of experience leading high-performing teams in the SaaS-based healthcare and life sciences technology sectors. Her career spans the entire innovation lifecycle, making her a perfect fit for our Barriers to Revenue Growth discussion today and strategies to overcome these. I’ve had the privilege of working with Heather over the years and know she will be sharing some valuable customer-centric insights with us. Heather, welcome to “What’s Your Edge?”

3 Barriers to Growth that Transcend Across All Organizations

At VisionEdge Marketing, we emphasize the importance of identifying growth barriers as early as possible. Heather, to kick things off, what do you think are the 3-5 biggest barriers to growth for most organizations?

Of course, the answers to this question can be highly dependent upon whether you are talking about a start-up or a large global established company.  However, there are some universal areas/categories that I believe transcend across all types of organizations trying to grow:

The second is then give the team the right tools. And with this category, I mean the right value statements, value use cases, and value examples of how your company can bring real, documentable value to your customers.

The third is somewhat related to category #2 above but it is so critical it deserves to be separated out and that is: “Put the customer and the center of your business”. This is what I call “Customer Experience Excellence” and is always a growth category in every growth formula that I put together for any of the organizations that I have led over the years.

Can you share a specific example from your career where you encountered one or more of these barriers? How did you and your team address them?

Because I attempted to choose some universal growth challenges, I have dealt with all three.  That said, I think the second category is worth digging into in more detail (even though I am passionate about getting all three right on a continuous basis). I usually call this category “Value Engagement” which really is about Value Identification, Value Realization, and Value Execution (documentation so you can replicate it for the next customer).

At VisionEdge Marketing, we believe that the better an organization can align itself around business strategies to create customer value, the better.  We ha