Sustainable Profitability

As we all know, there are only two levers you can pull to drive profitability: cost cutting, and growing top-line. In stable times you are constantly pulling on both, aligning investments against forecasted business performance. But in a turnaround, things are not as straightforward. The top-line lever appears, at first glance, to be “rusty” and possibly jammed, while the costs lever often has an all too strong gravitational pull.

The Cost Cutting Lever

In a turnaround, launching a cost-cutting initiative may seem as an obvious first step. It’s quick and decisive—you give the order to reduce expenses, say by cutting 10% of the workforce—and manage through the fallout. While it may provide short-term relief—and seem like a quick path to profitability—it rarely is a sustainable solution. The “cleaver approach” will not fix the inherent inefficiencies that often plague organizations.

For a cost-cutting to be impactful, it needs to consider the bigger picture and align with the long-term, strategic plans. For me, using the zero-based budgeting approach has been more effective in creating sustainable cost structures.

Zero-based budgeting requires you to build your budget from scratch. For example, instead of saying “We had 100 engineers last year, so we need 120 engineers this year!” (assuming 20% growth), you and your head of engineering start with a blank slate. Together you consider the product plans, the technical debt strategy, new technologies as well as other factors, and appropriately align headcount and investment.

Ultimately, the biggest benefit of this approach is that it forces you to stop and think rather than make inertia-based decisions. It brings to the surface the hard questions (and decisions) required to set the company on the right path.

The Growth Lever

Driving top-line growth is a different challenge altogether. You’re not shedding something you have, you’re building something you don’t. This requires a clear strategy, a strong product lineup, and seamless cross-functional execution. It requires the village. And since, in a turnaround, the village may not be, well, a village, it can take time to materialize.

That’s why you need a bridging strategy—a way to achieve short-term revenue gains to keep the business afloat while laying the foundations for future growth.

Some of the tactical initiatives that have helped me in the past:

• Leverage existing customers. Acquiring new customers is a long-term initiative. This is not to say you should not pursue this, but working with your existing customer-base is often easier and quicker. Focused upselling and cross-selling initiatives can lead to fast, much needed, gains.
• Optimize pricing. Review your pricing models for adjustment opportunities. Sometimes, incremental price increases or new pricing tiers can unlock significant revenue without major operational changes.
• Identify and prioritize quick wins. The so called “low-hanging fruit”. Look for underutilized sales channels, untapped market segments, or underplayed products. Walk the halls, talk to people—you’ll be surprise at how many ideas are waiting to be uncovered.

Keep in mind that tactical growth is about small wins that buy time and prove to your team that progress is possible. It also provides some financial flexibility to fund longer-term initiatives, such as product development, organizational redesign, or a revamp of operations. Lastly, deploying tactical initiatives can help you test business hypotheses that can further help hone your long-term strategy.

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The cost-cutting and growth levers are interconnected. Pulling them effectively provides you the breathing room to sustain the business through the turnaround, while aligning investment plans for the long-term. This creates a stable foundation that drives sustainable profitability, ultimately allowing your people and business to thrive well into the future.