Why Every Small Business Needs Smarter Revenue Strategies Now More Than Ever
- Dorien Morin-van Dam
- Jun 26
- 3 min read
If you’re a small business owner or marketer, you know how critical it is to align your sales and marketing efforts. Yet too often, these teams work in silos, slowing growth and missing opportunities.
In my recent Strategy Talks episode, I spoke with A Lee Judge, author of Cash, about practical revenue strategies for small business success.
Here’s how to break down silos, align your teams, and drive real results.
Why Alignment Matters in Revenue Strategies for Small Business
Lee shared that many small businesses have the title of Chief Revenue Officer or talk about a “revenue team,” but few have made the maturity leap to true alignment.
“We still work in silos — sales works toward sales goals, marketing works toward marketing goals. And there isn’t this sense that we have two different skill sets of the same team.” — Lee Judge
When your sales and marketing teams aren’t aligned, you risk wasting time, missing leads, and creating inconsistent messaging. The key is building one cohesive revenue team that shares goals and communicates openly.
First Steps: Communication and Collaboration
So how do you begin to bridge the gap? Lee suggests a simple but powerful first step:
“If you’re a marketer, get into the sales meetings. If you’re a salesperson, attend the marketing meetings.” — Lee Judge
By joining each other’s meetings, sales can share objections they hear from customers, and marketing can create content that addresses those concerns. This cross-team learning ensures everyone speaks the same language your customers use.
The Right Metrics for Revenue Strategies for Small Business
Small businesses often focus on vanity metrics like likes or page views. But Lee emphasizes looking beyond those:
“Look at the sales reports. Figure out how marketing influences those numbers — that’s how you show real impact.” — Lee Judge
Track metrics like conversion rates, sales-qualified leads, and customer journey milestones. Align your reporting so marketing can demonstrate its contribution to sales outcomes.
Technology and AI: A Small Business Advantage
Lee explained how technology can break down silos and boost efficiency.
“The beauty of where we’re going now with AI is that it helps us integrate systems faster... It can find the gaps that we didn’t realize.” — Lee Judge
Ensure your CRM and marketing automation tools are connected. Use AI to uncover patterns in your data that can improve both sales and marketing performance.
Get Your Sales Team Involved in Content
Lee advises involving your salespeople directly in marketing efforts:
“We captured the most wonderful conversations from the sales team, and it proved to be the best content marketing we could have created.” — Lee Judge
Consider filming short videos of your sales team addressing common objections or customer pain points. This builds trust and provides valuable resources for prospects.
What’s Next in Revenue Strategies for Small Business
Looking ahead, Lee sees a future where marketers and sales professionals are more integrated than ever:
“Marketers can have a longer tenure because they’re not just talking about likes — they’re talking about revenue.” — Lee Judge
The trend? More businesses will build true revenue teams, with different skill sets collaborating toward shared goals.
10 Smart Prompts to Ask ChatGPT for Revenue Strategies for Small Business
How can I align my small business’s sales and marketing teams?
What KPIs should a small business track for revenue growth?
Can you draft a joint sales and marketing plan for a small business?
How do I involve my sales team in content creation?
What are affordable CRM tools for small businesses?
How can AI help my small business boost revenue?
What’s the best way to break down sales and marketing silos?
How can I measure the ROI of my organic marketing?
What technology should I invest in for better sales-marketing alignment?
Can you suggest a small business revenue strategy for 2025?
Watch the full Strategy Talks episode for deeper insights.
