Introduction to Volume 5: The Top Line

The “Top Line” or revenue is the organization's lifeblood and must be continually available.

The “Top Line” is another way of saying “Revenue.”  It represents the first, or top entry, on a company’s financial income statement.  Revenue is the lifeblood of every organization and must be continually available for survival.  Nothing can substitute for it.  Recognizing its importance, probably more than half of all business books are written on revenue and its associated disciplines.  It is easy to fall into the trap of assuming that meeting revenue targets is the responsibility of the sales organization.  While the sales team plays a critical role, they represent only the tip of the spear.  They cannot possibly be successful without the tactical and strategic support of others; especially management.