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Most middle managers I see are more concerned with reducing costs than increasing revenue. I think the reason is that it's relatively easy to cuts costs. Increasing revenue usually requires original thinking, something most managers are lacking.
I think it's more than just which is easier.
Increasing revenue calls for very different strategies depending on what the time frame is. For the short run (next 13 weeks) the best strategy is to figure out what your hot sellers are, and sell the hell out of them. That strategy is concentrated in a single department.
In the software engineering department of a software sales company, there is almost no way to affect revenues in the short term. The best way to affect revenues in the mid term (one year to two years) is "strategic marketing" or "product planning". This involves anticipating what next year's hot product is going to be, and building it in a big hurry. You need to be ready to roll it out just as the market discovers that it's an unmet need of theirs.
The long term involves converting customers who buy your products into customers who pay a regular monthly fee for your services.
In the early 1980s, Bill Gates was a past master at strategic marketing of software. Established companies like DEC would take 5 years to roll out a new major SW product (like Rdb). DEC is a bad comparison because it was, in its heart and soul, a hardware company until after Ken Olsen's time.
SW starups would wait to see what's hot and then rush to market with a copy cat.
Gates was one of very vew who could see a year or two down the pike and build what they were going to want to buy.
now let's move away from SW firms to, say, McDonald's.
In the short term, if you run an individual franchise, there is little you can do about revenue. You can't change the menu, you can't change the prices, and you can't change the location. About all you can do is fire employees who aggravate customers, and replace them with hopefully better ones.
You can, however, manage costs a little more. Turn some of the lights off late at night, or don't stay open all night.
It's similar in other industries: increasing revenues is a very specialized activity. It is "being in the same business as the CEO" par excelance. Cutting costs is a lower level function.
I saw this in management at DEC back in the 1980s.