If I had a dollar for every time someone described the role of a Commercial Leader as “just go get more revenue,” I’d probably have enough money to fund my own startup by now.
Truth bomb: We’re expected to crush quotas, land whales, expand accounts, and magically improve margins while we’re at it. Just another Tuesday, right?
But here’s something that’s been hiding in plain sight that many completely overlook: funding programs.
Yes, I’m talking about government money. EU, federal, state, provincial. There are billions out there that could be flowing into your company’s bank account while you’re grinding through that 9-month enterprise sales cycle.
The Revenue vs. Margin Reality Check
Let’s be brutally honest for a second. Getting $1M in new revenue sounds amazing in the board meeting, but what if your margins are 12%? That’s $120K to the bottom line after all the costs are covered.
Now imagine walking into that same meeting saying, “We secured $175K in government funding for our R&D project.” Suddenly, you’re the financial hero who outperformed the revenue engine without a single demo or pricing negotiation.
I’m not saying stop selling. I’m saying be smarter about how you impact the P&L.
The Hidden Impact of Funding Programs
I’m currently juggling three separate projects with EU and state funding components. The financial impact? Substantial. But that’s not the whole story.
Funding programs often come with:
- Networking opportunities with government decision-makers
- Credibility boosts (the government vetted us!)
- Innovation incentives that might have been back-burnered
- Tax advantages beyond the direct funding
These programs aren’t just cash injections. They’re relationship and reputation builders.
Forget Revenue Growth, How About Being Cost-Neutral?
Here’s a perspective shift that might sound heretical: Sometimes, becoming cost-neutral is more valuable than growing revenue.
Example: Your division costs the company $2M annually to operate. You could:
- A: Chase $13.4M in new revenue at a 15% margin to offset that cost
- B: Secure $2M in funding programs
Option B makes you instantly valuable without the customer acquisition costs, implementation headaches, or support burdens.
The Wild World of Funding Opportunities
You wouldn’t believe what’s out there once you start looking:
- Digital transformation grants
- Sustainability initiatives
- Workforce development programs
- R&D tax credits
- Export development funds
- Innovation partnerships
And the best part? Many competitors aren’t even looking at these. It’s like finding an untapped market with money waiting to be spent.
Simpler Than Enterprise RFPs (I’m Not Joking)
Let me ask you this. Would you rather:
- Navigate a 12-month enterprise sales cycle with 17 stakeholders, procurement, legal, and a competitor undercutting you at every turn
- Complete standardized forms, demonstrate your capabilities, and align with well-documented government priorities
I’ve done both. Many funding applications are shockingly straightforward compared to enterprise RFPs. Yes, there’s paperwork, but it’s often more transparent than divining the real decision criteria in a complex sale.
Getting Creative About Value Creation
The most successful commercial leaders I know have expanded their definition of “commercial.”
If your only tool is a sales hammer, everything looks like a customer nail. But the truly versatile commercial leader asks: “How can I generate value through multiple channels?”
Maybe it’s:
- Partnering with universities for subsidized research
- Joining industry consortia with government backing
- Creating programs that align with public policy initiatives
- Developing sustainability projects eligible for environmental grants
Don’t get me wrong. I love closing deals. The rush of a signature on a big contract never gets old.
But in an era where every dollar of profit matters more than vanity revenue, why not explore the road less traveled? There’s less traffic, and sometimes, a lot more money just waiting for someone to fill out the application.