Revenue Maximization – Role of CFO

Revenue Maximization is a major component of Sustainable Profit Growth Framework (SPGF).  Generating Sales is  primary responsibility of Sales & Marketing Heads , however Finance Heads , as a part of Corporate Management has also to play an important part in this. Finance function arranges funds from Banks and Institutions on basis of some Revenue Projections. Hence Finance Head is an important stakeholder in ensuring that Revenue is Maximized.

Revenue Maximization involves following steps :

  1. Realistic Sales Plans : It is observed that Sales Plans are made with optimistic mindset. This is the reason that most of the times Sales Targets are not met. Finance Head should ensure from an independent view that Sales Plans are based on ground realities.
  • Alignment with Production and Supply Chain : Finance Head as a key part of Annual Budget Team has to see that Sales Plan is properly aligned with Production , Manpower and Material availability.
  • Funds Availability : Finance has to ensure that sufficient funds are available for Long Term and Short Term Capital .
  • Control over Discounts, Credits and Price Cuts : Finance Head has to ensure that there is adequate due diligence given to discount and price cuts policy advocated by marketing department.
  • Achievement of Targets :  Finance function has to keep watch on Achievement  of Revenue Targets set for Month and Quarter. Any shortfall on targets has to be escalated by Finance to Top Management.

Implementation Steps :

Key Implementation Steps :

1. Development of Sales & Revenue Plan

2. Production & Resources Alignment Plan

3. Development of Discounts & Rebates Policy

4. Monthly Sales MIS

5. Integration with ERP

Strategic Sales & Marketing MIS

Developing dynamic Sales & Marketing MIS Framework
Developing Strategic Sales & Marketing MIS

Sales & Marketing is a critical function essential to achieve objectives of organization An effective Sales & Marketing function is vital to success of an organization.

MIS is system to ensure that goals to business are achieved in acceptable quality and cost norms. Strategic MIS ensures that activities of business are aligned to core Strategy of organization. SMIS helps in identifying the bottlenecks of business which prevent achievement of goals. It also helps to judge effectiveness of Strategy adopted and to make changes if required.

Developing a Strategic Information System involves following steps :

a)        Goal Setting : Goals Of Organization at Macro & Micro Level.

b)        Bottleneck Identification : Identifying bottlenecks which prevent achievement of goals.

c)         Identifying Information required to help achieve goals and solve bottlenecks.

d)        Identifying Inputs required to compile this information

e)        Designing Formats to collect these information

f)         Assigning responsibility to collect and compile this information

g)        Analyzing the information received and applying to decision making.

h)        Evaluation and Audit of Information System.

SMIS for Sales & Marketing Function :

Strategic MIS for Sales & Marketing function primarily measures synergy between Marketing and Core Strategic Objectives of organization. Marketing MIS starts from Demand Projection and extends to Marketing function performance from different parameters such as Sales Target Achievement, Sales Profitability, Sales Promotion Efficiency, Receivables Management etc.  Key Sales & Marketing MIS reports which should be generated in every organization are indicated below :

A. Strategic Marketing MIS

  1. Macro Environment Analysis – Marketing MIS
  2. Competition Intelligence MIS
  3. Market Needs Analysis
  4. Sales & Marketing Objectives MIS
  5. Product Life Cycle MIS
  6. Market Segmentation MIS
  7. Brand Management MIS
  8. Market Size Report

B. Customer Relationship MIS

  1. Customer Orientation MIS
  2. Customer Grievances MIS – Detailed
  3. Customer Grievances MIS – Summary
  4. Customer Grievance Frequency Report

C. Sales Price MIS

  1. Product Pricing Report
  2. Sales Price Revisions MIS
  3. Sales Price Verifications MIS
  4. Price Verification Frequency
  5. Price Composition Trend Analysis
  6. Price Discount Efficiency MIS
  7. Foreign Exchange Fluctuation Impact MIS

D. Market Communication MIS

  1. Call Centre Effectiveness MIS
  2. Public Relations Effectiveness MIS
  3. Advertising Marketing Efficiency MIS
  4. Mobile SMS Marketing Efficiency MIS
  5. Email Marketing Efficiency MIS

E. Sales Revenue MIS

  1. Revenue Maximization MIS
  2. Sales Analysis Report :
  3. New Market Sales MIS
  4. New Product Sales MIS
  5. Channel Sales / Performance Report
  6. Tender Sales MIS
  7. Sales Loss Analysis MIS
  8. Product Despatch Loss Analysis
  9. Pending Disputed Sales Report
  10. Sales Return Notes Not Prepared MIS

F. Sales Order MIS

  1. Sales Order Report
  2. Pending Sales Order MIS
  3. New Sales Order MIS
  4. Orders Cancelled MIS
  5. Customer Order Rejections MIS

G. Sales Expenses MIS

  1. Selling & Distribution Overheads MIS
  2. Sales Expenses Reduction MIS
  3. Freight Cost Analysis
  4. Demurrage Cost
  5. Brokerage / Discount Control MIS

H. Sales Process MIS

  1. Sales Order Issue Time MIS
  2. Sales Order to Despatch MIS
  3. Time Taken from Despatch to Payment Report
  4. Emergency Sales MIS
  5. Sales Authorization MIS
  6. Sales  Function Automation MIS
  7. Sales Records Management MIS
  8. Sales Process Time & Cost Standards MIS
  1. Debtors Management
  1. Customer Credit Worthiness MIS
  2. Receivable Analysis MIS
  3. Legal Debtors MIS
  4. Customer Advances Analysis MIS
  5. Customer Balance Confirmation MIS

J. Sales Team MIS

  1. Sales Team Productivity Report
  2. Sales Team Performance Report
  3. Sales Team Performance MIS – KRA Analysis
  4. Sales Team Performance MIS – Summary
  5. Sales Team Development Report
  6. Sales Team Deficiency Report

K. After Sales Service MIS

  1. After Sales Service Efficiency MIS
  2. After Sales Service Profitability MIS
  3. Warranty MIS – Replacements
  4. Warrant Management MIS – Product Wise
  5. Warranty Management MIS – Invoice Wise
  6. Service Material Return MIS

L. Miscellaneous S&M MIS

  1. Goods Lost MIS
  2. Stocks Not booked MIS
  3. Slow & Non Moving Stock Analysis
  4. Sales Employee Imperest MIS
  5. Earnest Money / Security Deposit Report
  6. Deposit Float Report
  7. Deposit Float Report – Region Wise
  8. Post Dated Cheque Register
  9. Deduction Made From Invoice by Customer MIS
  10. Debit / Credit Note Control MIS
  11. Balance Sheet Analysis for Sales & Marketing


Please watch this space for regular articles on Strategy, MIS , Systems, Costing & Audit.

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