Focus, Discipline & Accountability

Building a Trusted, Bulletproof Commercial Management System

Revenue optimization is a game of inches. Small gains in ticket yields, when unencumbered by marginal costs, are significantly magnified on the P&L. The day-to-day business of creating quality demand and efficiently converting that demand into revenue requires a collaboration of efforts that transcend any formal organizational scheme. Optimization demands a disdain for spoiled inventory and constant attention to pricing and costs.

Every bed, every seat, every dollar, every day is a mindset built on focus, discipline, accountability and collaboration. From there, lock on a trusted commercial management system and stick to it through thick and thin.

Every Bed, Every Seat, Every Dollar, Every Day

 
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THE BLUE CHIPS

Complaints about insufficient resources are common in commercial organizations. Marketing has too many messages to communicate. Sales has too many accounts to call on. Revenue management has too many promotions to manage.

Adding resources must meet the tests of both finite constraints and the law of diminishing returns. First ask, “Are we focused on the blue chips?” Don’t be afraid to ask: “What are the blue chips?” Rhetorical questions like “if resources were to be cut rather than increased, what messages/account calls/promotions would we sacrifice” can be illuminating as thought experiments. Blue Chips are often — but not always — the issues, decisions, relationships, etc with the greatest economic impact.

 

THE PLAYBOOK

The Playbook is a go-to-market business plan, outlining the strategies, responsibilities, resources and actions, that if executed well under expected conditions, will lead to success.

The Playbook should be linked to a comprehensive Source of Business Matrix. Learn More

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TYPICAL PLAYBOOK CONTENT

  • Crystal clear objectives and intermediate KPI

  • Synchronized timeline

  • Crisply defined responsibilities

  • Well-articulated strategies

  • Budgets & resources

  • Sales targets & incentives

  • Tech support requirements

  • Content development

  • Promotional campaigns

  • Media & communication plans

  • Pricing and sales policies

THE PROCESS

Staying focused on every bed, every seat, every dollar, every day requires collaborative focus and discipline. In a game of inches, opportunities must never be lost to the cracks of neglect or misunderstanding. A rigorous weekly or bi-weekly commercial meeting is essential.

ESSENTIALS

  • Standardized reports & meeting flow

  • Detailed minutes

  • Accountability

  • Collaboration

  • Resources focused on the Blue Chips

TYPICAL AGENDA

  • Results vs. plan

  • Casual factors

  • Risks & opportunities

  • Remedial options

  • Action plans

REPRESENTATION

  • Executive

  • Revenue Management

  • Marketing

  • Sales

  • Finance

  • Operations

THE TOOLKIT

Course corrections are inevitable. A healthy test-and-learn process yields success at times, failure at times, and insights every time. Maintain a “toolkit” of solutions and best practices to avoiding relearning and repeated mistakes.