Revenue goals and brand growth can seem like opposing ends of the see-saw which can be frustrating. Once we were up against aggressive revenue goals and we had a viable strategy, but that involved a brand partnership that our leadership were opposed to. To break the logjam, I talked to them one-on-one to deeply understand their concerns. Once they felt understood, I told them that our data indicated that neither out brand growth nor our revenue goals would be impaired. I also assured them if the campaign succeeded, they could take credit, and if it failed, I'd accept blame. Eventually the campaign was successful, and our leadership was pleased. Takeaway: Sometimes we have to reject the zero-sum hypothesis between divergent goals.

Since only 1-5% of your addressable market is actively seeking a solution, one way to look at brand investments is as a future investment. That it’s an investment for future periods beyond the current one you’re directly influencing. The mindshare that you’re growing in the out-of-market should help increase deal volume and shorten deal cycles in the future. To quantify it, I would argue that it be one sixth the amount you spend on revenue generation in the current period.

At the end of the day, all brands want to make sure they are creating consistency and authenticity in their growth strategy. I think we have to start by making sure that every revenue-generating action reflects your core values. Are your marketing campaigns, sales approaches, and customer interactions reinforcing what your brand stands for? When your brand values and revenue activities align, you build trust, loyalty, and long-term growth.

Finding that sweet spot between driving revenue and nurturing brand growth is definitely a balancing act. What’s worked for me is focusing on alignment first, making sure every revenue-driven decision also reinforces our core brand values. This keeps growth authentic, not just opportunistic. Another approach is to stay agile by diversifying revenue sources, so you’re not overly reliant on any single channel, which can lead to compromises. Finally, data is your friend. By constantly tracking customer behavior and preferences, you can fine-tune your strategies to hit financial targets without diluting your brand’s identity. It’s all about sustainable growth, not quick wins.

Try leverage some storytelling over hard selling shift from aggressive sales tactics to storytelling that highlights your brand’s values and mission. Create narratives that resonate with your audience and demonstrate how your products or services align with their needs and values. This approach can build deeper connections with customers, encouraging loyalty and long-term revenue growth while enhancing brand reputation.