Why "Rabbit Hole"?

Our social feeds are full of "whats", "hows", and "whos" of revenue generation. From hot demand gen channels that you have to try, to another piece of "AI" software, to that one subject line that's guaranteed to work... chasing the tactics of how to grow revenue creates a laundry list of what to do without knowing why we should be doing it.

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Working the past 10 years in startups and revenue consulting, too often sales and marketing teams chased tactics. They chased "best practices". Not because they were right for the company's plan or target, but because they were told that's what leads to success. Overwhelmed with analytics and data, teams left the human traveling through the revenue pipeline out of the discussion and failed to ask "why" before our "what's next".

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Revenue strategy is fundamentally human. Behind the dollars and dwell-time, the no-shows and non-renewals, the analytics and ad clicks, are people trying to solve their next problem. Identifying that a metric like conversion rate is performing less than it should is only the start of the solution, the real dig starts with "why".

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Diving into the fundamentals of sales, marketing, and customer success - the core of why messaging, targeting, and channels have worked since before sales and marketing were named - creates a sustainable understanding of how growing revenue works, and why sometimes it just doesn't. Shortcuts to growth come and go, and I'll encourage my clients to use those shortcuts when they are open with the understanding that shortcuts are short-lived and a component of a more sustainable growth plan.

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Rabbit Hole Revenue is a revenue services firm created for companies who want to understand why their growth happens as much as they want growth.

 

There are no magic rabbits or soft ground - there is a hard dig, plenty of dirt, lessons learned, and sustainable progress forward.

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Let's dig in.