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What is, after all, the role of (in)formation in RM?

By Rudi Azevedo, CEO & Founder of RM HUB


It is essential that an RM professional or an RM aspirant has adequate training, as this is the only way in which he will have the bases for an overall strategic vision that will allow him to prepare and implement an RM plan.

By obtaining a diploma or certificate from a public or private institution, you are ensuring the success of your strategy, but let's see... how many of us had a global vision on the Revenue strategy? How many of us, when starting a position as RM's, had the vision of distribution? Segmentation and Forecast? Pricing...?

These are effectively the 4 main pillars of RM, Segmentation, Forecast, Pricing and Distribution.

In a complete and professional training, the trainer or teacher will share their knowledge and make these 4 pillars only make sense if analyzed as one, that is, our strategy is one and all possibilities must be interconnected. In theory it sounds easy, but actually how will it be in practice? Here we begin the chapter on information and that is why it is crucial that in the courses you decide to take, that you first analyze the technological capacity of the course or training you are going to attend, as well as the trainer's experience.

It is common to think that we can acquire some manuals and be in possession of all the faculties to exercise as an RM, but it is not! In training, not only theory is needed, but also the practical component, in the end it is almost like getting a driving license without having ever driven. It is, therefore, essential that they learn to handle some software such as Chanel Managers, RMS, PMS, CRS, rate shoppers, etc. because although they are all different, only after they understand them will they be able to make decisions as they will be in possession of ( in)formation wanted to give tools and knowledge to do so. One of the questions I ask whenever I start a training is to listen to the trainees' opinion about the role of the Rev. Manager. The answer, this, is almost always the realization of reports, but the real answer is to analyze reports generated by different software. And here, we enter the information chapter, without which it would not be possible to obtain the best performances, without which it would not be possible to make and apply strategic decisions learned during training. That's why I chose this title for this article -(in)formation.

And you, what do you think about the preponderance (or not) of training and information in the performance of RM?