Different Top-Line Revenue Goals

Meeting top-line revenue goals requires a company-wide strategy led by the CEO.

It is easy to establish a goal of increasing top-line revenue for a company.  However, exactly what that means may result in groups within the organization developing their own strategy and tactics.  For example, should gross sales or profits be the focus, should expansion into new markets or solidifying current customers be the focus, or should increased market share be the dominant driver?  These goals are valid, but which should be emphasized across the organization?