Revenue Strategy Redefined: Audits, Optimization, and Company Alignment

“Sales is a whole company responsibility. When organizations embrace that mindset, they perform better. It's not just about the sales team. It's about aligning every function from marketing to customer success to drive sustainable growth. That's a quote from Hannah Adjikawo and a sneak peek at today's episode.” Hi there, I'm Kerry Curran, business growth consultant, industry analyst, and host of Revenue Boost: A Marketing Podcast where we discuss smart strategies that drive revenue growth for all businesses.In “Revenue Strategy Redefined, Audits, Optimization, and Company Alignment”, I was joined by the brilliant Hannah Adjikawo, CEO and founder of Revenue Funnel.We discuss how B2B scale-ups can supercharge their Go-to-Market strategies and unlock untapped pipeline opportunities. Hannah shares her expertise in identifying gaps across the entire revenue funnel from marketing to customer success and offers actionable insights for achieving measurable growth. So whether you're a startup founder or seasoned executive, this episode is packed with practical tips to drive results fast. Let's go!Kerry Curran, RBMA (00:01.186)Welcome, Hannah! Please introduce yourself and share a bit about your background and expertise.Hannah Ajikawo (00:07.291)Thank you, Kerry. I’m excited to be here, so thank you for inviting me on. I’m Hannah Ajikawo, CEO and founder of Revenue Funnel, a go-to-market consulting firm. We specialize in helping B2B scale-ups unlock up to 4x more pipeline in just a few weeks. It’s a big claim, but I’m proud to say it’s one we’ve consistently delivered on.My background is in sales—I’ve been immersed in it throughout my career. Early on, I realized that not all sales environments are created equally. I became curious about why some teams underperformed while others excelled. This curiosity expanded to exploring what was happening with product, pricing, strategy, and marketing. It led me to focus more on holistic business strategies, though my heart is still firmly rooted in sales.Kerry Curran, RBMA (01:08.15)That’s fantastic! We’re cut from the same cloth—both passionate about helping companies grow revenue and identifying gaps in their processes. It’s such an important mission. Can you tell us a bit more about your consultancy and what challenges your clients typically face when they call you?Hannah Ajikawo (01:49.669)Absolutely. At Revenue Funnel, we focus on delivering outcomes, not just advice. We’re uniquely positioned to address challenges across the entire revenue funnel—from marketing and strategy to sales and customer success.Typically, when clients reach out, they’re facing surface-level issues like missed revenue targets, ineffective sales processes, or underperforming customer success teams. But underneath those issues, there’s usually a mix of fear and anxiety—leaders worried about hitting targets or keeping their jobs.What sets us apart is our ability to audit the entire funnel, uncover hidden blockers, and address them quickly. For example, we often hear leaders say their customer success teams aren’t revenue-driven or their sales teams need more training. But what’s really happening might be cultural issues or deeper process gaps.Kerry Curran, RBMA (03:38.336)I love how you integrate customer success into the go-to-market strategy. You’re right—it’s not sustainable to bring in new customers if you’re losing them just as quickly. It truly is a company-wide responsibility.Hannah Ajikawo (03:41.393)Exactly. Sales is a whole-company responsibility. The most successful companies recognize that. It’s not just about one team—it’s about aligning everyone behind the same goals.Kerry Curran, RBMA (04:22.132)You’ve built an incredible track record of turning businesses around. Tell us more about your bold claim of 4x pipeline growth. How are you achieving that?Hannah Ajikawo (04:48.113)It’s all about finding and fixing the hidden blockers. Leaders often don’t know what they don’t know—it’s like ignoring a backache until it turns into something serious.Our process starts with a comprehensive audit of the entire funnel, from brand awareness to customer advocacy. We identify what’s missing and create a detailed plan to fix it. This includes everything from change management and training to reshaping teams and processes.Our approach is fast and outcome-focused. We partner with experts where needed to execute quickly. It’s all about identifying gaps, fixing them, and optimizing for continuous improvement.Kerry Curran, RBMA (07:03.107)That’s so insightful. I also see a lot of businesses struggling to articulate their unique value proposition. Do you encounter that often?Hannah Ajikawo (08:06.341)All the time. Many companies rely on product-focused messaging instead of addressing the outcomes their customers care about. It’s essential to connect with what your buyers truly want.Kerry Curran, RBMA (09:53.582)Exactly. That’s such an important gap to address. What are some other common issues you encounter in sales and marketing workflows?Hannah Ajikawo (10:38.479)One big issue is not being found—basic SEO mistakes like missing H1 headings can prevent companies from being indexed properly. Another is how sales reps approach calls—many still follow outdated methods, focusing on pitching rather than asking questions and listening. These problems exist in companies of all sizes.Kerry Curran, RBMA (15:37.4)You’ve also mentioned change management as a key component of driving transformation. What advice do you have for leaders navigating that process?Hannah Ajikawo (16:36.307)Change requires relentless communication—through emails, videos, intranet posts, and direct conversations at all levels. It’s about creating awareness, enabling teams, and reinforcing the changes with ongoing support. Leaders need to over-communicate and involve everyone, especially line managers.Kerry Curran, RBMA (21:18.114)That’s so valuable. Finally, what’s your top recommendation for a company that’s hit a revenue plateau?Hannah Ajikawo (21:40.283)Start by figuring out why. Conduct a thorough audit of your go-to-market strategy. You might uncover a few overlooked areas that are holding you back. Sometimes, it takes an external perspective to pinpoint those gaps.Kerry Curran, RBMA (25:33.036)Excellent advice, Hannah. How can people connect with you?Hannah Ajikawo (25:42.865)The best way is on LinkedIn—send me a message, and I’d love to connect. You can also check out our website at revenuefinal.co.uk.Kerry Curran, RBMA (26:33.497)Thank you so much, Hannah. It’s been a pleasure having you on the podcast today.Hannah Ajikawo (26:33.497)Thank you for having me! It’s been great.I hope you found this episode of Revenue Boost: A Marketing Podcast as valuable as I did. Hannah's advice for uncovering funnel gaps to optimize for growth can be a total game changer. If this was helpful, please be sure to subscribe to Revenue Boost: A Marketing Podcast for more. Connect with me, Kerry Curran, at revenuebasedmarketing.com for previous episodes and to learn how I can help boost your company revenue. Flat or slowing revenue? 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