Sustainably successful businesses must generate revenue and it must be profitable revenue, and this revenue comes from sales - the lifeblood of any business. The only way to make sales is to prioritise sales & revenue generating activities. It is so fascinating though to see organisations place expectations on sales leaders and their teams to undertake activities which are anything but revenue generating. Is it any wonder they are not generating the outcomes they ideally want? We must ask the question of everything we do - 'Is this revenue generating?' And if it is not, then why are we doing it?