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TV Expert Interviews / Marketing / May 29, 2024 / Posted by Dionne Mejer / 15

Unlocking Revenue Growth: A Three-Step Process


As a podcast host on sales and business growth, I recently sat down with Dionne Mejer, founder and CEO of Revenue By Design. With 25 years of experience in sales and technology, Dionne shared a three-step process to unlock and unblock revenue growth for businesses. Here are the key insights from our conversation.

Identifying the Core of the Problem

Revenue growth starts with identifying the core problem. Dionne emphasized simplicity in this phase. It’s crucial to pinpoint the exact issue or question that needs addressing. Many businesses confuse describing a problem with defining it. Dionne advises cutting through the clutter and focusing on the real issue.

We discussed a common pitfall: rushing to solve a problem before fully understanding it. Clarity in defining the problem is essential for building a solid growth strategy.

Specifying the Details

After identifying the problem, the next step is to specify the details. This involves answering the who, what, how, when, where, and why. Dionne stressed the importance of being specific about goals, messaging, target market, and key performance indicators (KPIs).

During this phase, many realized their initial understanding of the problem was off. Misalignment and lack of a transparent process often come as a surprise. This critical moment can redefine your approach to revenue growth.

The Power of Testifying

The final step is to testify. This means documenting your plan and communicating it effectively across your organization. Dionne highlighted the necessity of stating the facts and implementing a clear strategy. Effective communication ensures everyone understands the plan and their role in it.

We discussed the challenge of achieving universal understanding in a diverse workforce. Providing information in various formats is essential to cater to different learning styles.

The Misconception of Simplicity

Dionne pointed out that simple does not mean easy. Excellence requires effort, work, and dedication. A methodology and commitment to continuous improvement are crucial in a dynamic business environment.

We wrapped up by discussing the rapid pace of change in business. Organizations must remain fluid and adaptable, focusing on evolving benchmarks for success.

Tangible and Qualitative Results

Dionne shared the outcomes of their sales training program. There’s been a noticeable increase in sales reps’ confidence, leading to better KPIs like conversion rates and close rates. Qualitatively, the team has bonded through training exercises, improving dialogue and understanding.

Simplifying processes has brought peace and confidence to the sales team, enhancing performance and increasing velocity. The impact of internal processes on team dynamics is significant, highlighting the importance of investing in these areas for business success.

Engage with the Expert

For those eager to learn more or implement these strategies, Dionne Mejer invites you to connect with her on LinkedIn or visit the Revenue By Design website for free resources and further information about their services. I, John Golden, am grateful for Dionne’s insights and encourage you to engage with her for deeper discussions.

In conclusion, our conversation highlighted the positive effects of sales training and process simplification on team performance and dynamics. Dionne Mejer’s three-step process is not just a roadmap to revenue growth but a testament to the value of clarity, specificity, and communication in driving business success.

Our Host

John is the Amazon bestselling author of Winning the Battle for Sales: Lessons on Closing Every Deal from the World’s Greatest Military Victories and Social Upheaval: How to Win at Social Selling. A globally acknowledged Sales & Marketing thought leader, speaker, and strategist, he has conducted over 1500 video interviews of thought leaders for Sales POP! online sales magazine & YouTube Channel and for audio podcast channels where Sales POP! is rated in the top 2% of most popular shows out of 3,320,580 podcasts globally, ranked by Listen Score. He is CSMO at Pipeliner CRM. In his spare time, John is an avid Martial Artist.

About Author

Dionne Mejer is a 25+ year sales and technology veteran who started Revenue by Design (RbD) in 2014. As a practitioner, Dionne’s teams consistently made their number, grew business, and successfully took on more responsibility and special projects. As the CEO & Founder of RbD, Dionne believes in people, purpose, and planning and keeping it real, meaning we use a lot of common sense and “been there, done that” scenarios when we talk to give you the most straightforward path possible to revenue. By bringing this experience, we can focus on your people and that transformation process and lead them through the changes in your organization and your organization. Our clients see increases in conversion rates, closing rates, quality conversations, sales rep confidence, appointments set, and so much more. Dionne’s book, The Stepped Approach, showcases her approach and provides practical tips and “how to” you can use immediately.


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