Improving cash flow is the focus of most businesses today. You can increase your cash flow in only two ways: lower your expenses or increase your sales. Relentless attention should be paid to both. When the economy is in a state of decline nearly all small businesses (those with fewer than 250 employees) open their cost-cutting tool chest early on, but continue struggling to find ways to increase the number of prospects, and to grow business from existing customers. This dilemma sets the stage for a circumspect, 360-degree review of the company’s legacy sales and marketing process.

The objective of the review is to revitalize sales and marketing by first identifying cross-functional or cross-department opportunities for improving sales process, and then engineering department-specific initiatives with defined objectives and assessment metrics. This all-team approach generates creativity and enthusiasm, flushing out magical ideas for reaching new customers and strengthening loyalty among existing customers. Ideas ignite for improving relationships with not-so-happy customers too.

When talking with small business owners and managers, I find that most do not have a clear understanding about how to implement this review and revitalization strategy. That’s why it is best conducted by outside professionals who specialize in this type of work, and can provide near-perfect objectivity in the SWOT evaluation.