Skip to content

Recession-proof your business with digital transformation

Though a decade has passed since the global financial volatility of the late 2000s, global hotspots in the United Kingdom (Brexit), the U.S. and China (trade talks), etc. have some market analysts wondering if we could be headed toward a recession. Whether or not a recession is around the corner, it’s generally good practice for businesses to recognize and prepare for periods of economic uncertainty.

Based on our experience of working with our customers, here are some of the best ways you can help “recession-proof” your business.

Diversify your revenue streams

Investors have traditionally seen the diversified portfolio as a key way to maximize returns while minimizing risk. Businesses should see their revenue streams in the same way. In a slow-down period, businesses that have diversified their revenue models will have more stability than businesses reliant on, for example, sales of a single product. Even worse would be dependency on a single large customer. Instead, healthy businesses should aim to develop a variety of revenue streams, ranging from established, bread-and-butter models to more experimental product and service innovations.

Know your customers

Every customer is important to your business, but at any point in time, you will have different relationships, opportunities, and challenges across your customer base. The highest performing businesses will be disciplined around revenue tracking, timely nurturing, and spotting market needs. With the right systems and processes in place, you can determine which customers are most profitable and then track leading indicators that may signal risk of attrition. The sooner you have this knowledge, the sooner you can act.

By the same token, you should be able to determine which customers are least profitable so that you can take action sooner than later. Perhaps it’s simply a matter of changing the price structure, adjusting the delivery model, or even targeting a different market altogether. In any case, doubling down on recurring revenue models will provide more predictability and stability to get you through market ebbs and flows.

Get everyone on the same page

It’s a story we’ve heard time and time again from the C-suite down to individual contributors. If you have sales data in one place, services data in another, and financial data in yet another, you’re going to face some very serious problems down the road. For many companies, the question is simply one of resources: you can either hire a bunch of people to continuously maintain multiple systems, or you can choose a system where everything automatically works in harmony.

Using natively integrated solutions, like Certinia and Salesforce, allows business leaders to easily reconcile data across CRM, financials, and services. In fact, there is no reconciling because the data is by default the same. As a result, your people don’t have to worry about data integrity and can instead focus on the most important tasks, like advancing opportunities, tracking business health, and serving customers. A recession can be a difficult, chaotic time for many organizations, but by investing in the best possible infrastructure today you can increase the chances that your people will continue working efficiently together to weather the storm.

Turn data into human intelligence

Every business is creating a vast trove of data every day, but it’s essential to not get bogged down or overwhelmed. The key question to ask: What are the 4-5 key metrics you can track to make sure your business stays healthy? For CFOs and other finance leaders, there are the standard data points around days sales outstanding (DSOs) and cash flow, but some businesses have even become sophisticated around revenue forecasting. By looking at data from existing projects, backlog, and opportunities, forward-thinking business leaders can create a fairly accurate revenue forecast for the next 12 months—a huge competitive advantage.

Similarly, services leaders make it a daily ritual to track average utilization and profitability across projects. Once you’ve decided in advance the most important metrics to make sure your business is stable (or, even better, growing), you can empower your people with analytics to make strong business decisions on a regular basis. In the end, it’s not the data itself but rather data-powered human intelligence that will strengthen your business.

Want to learn more? Watch the webinar Recession-Proof Your Digital Business Transformation, featuring David Krauss (ERP Evangelist, Certinia), Joe Thomas (Analytics Evangelist, Certinia), and Sean McDermott (President & CEO, Windward Consulting).

Call Now
Schedule Demo