The Importance of Executive Alignment for Revenue Growth Strategy Success

Joel Cooper • November 27, 2025

“Our executive team is fully supportive of the revenue growth strategy” – there is limited agreement with this statement based on the responses received so far to our Revenue Growth Strategy Survey / Assessment  (focussed on medium-sized companies).


We see ‘intent’ and ‘execution ability’ as two of the most critical determinants of company performance. If the exec team is not pulling in the same direction ‘intent’ suffers, and suffers doubly as the views/attitudes of executives can percolate down to their teams, creating doubt amongst the people charged with executing growth strategy.


No matter how good execution ability is, if ‘intent’ is not at the right level, the company is unlikely to achieve optimal performance, and vice versa. How to solve? Not easy, as until the robots take over, we must continue to deal with humans and all our fears, ambitions and jealousies (and the list goes on), but having a CEO who can build agreement (carrot and stick combo) is the starting point.       

Close-up view of interlocking metal gears in black and white.

Knowing the Tools Required for the Journey Ahead

By Joel Cooper • November 21, 2025
More anecdotal insight from the responses received so far from our Revenue Growth Strategy Assessment: agreement with the following statement has been limited – ‘We have assessed what resources and capabilities our company needs to successfully target the growth opportunities’ [we are pursuing].  Setting off on a journey without knowing the equipment needed is often ill-advised (think going up a mountain). We advise, then, having an understanding of what is required for the journey ahead, in order to maximise the chance of success. If the company has the resources and capabilities, then fine. If it does not, then can it build/buy/partner them (and does it have the capabilities to do this?), or should it prioritise other growth areas more aligned to its existing resources and capabilities?

The Pursuit of Growth Opportunities - Not Too Many, Not Too Few

By Joel Cooper • November 21, 2025
Some anecdotal insight from the responses received so far on our Growth Strategy Assessment: one of the areas where CXOs of medium-sized companies have said they are least confident is on whether they are pursuing the right number of revenue growth opportunities for their company’s capacity / size. A mismatch between the number of growth opportunities being pursued and what the company can effectively manage can lead to overstretch or the missing of key opportunities even though the company has the capacity to target them. How to increase confidence and maximise realised growth? Nothing is easy, but having a sense of the revenue fishing pools of the growth opportunities being pursued a good understanding of the resources & capabilities needed to tap the growth opportunities a good understanding of the resources & capabilities the company actually has a willingness to prioritise (easier said than done)  can, amongst other things, help .