Building the revenue engine

With the explosive growth of digital media and online marketing, leaders are adopting inbound and permission marketing strategies to expand brand awareness and drive revenue. This “new marketing” approach introduces fundamental changes to the marketing and sales processes while bringing compelling new opportunities for profitable growth. Our goal is to harness digital marketing and blend it with proven sales and marketing strategies to accelerate the revenue engine. Even small improvements across the stages of the pipeline process can yield significant improvement to sales. While this is primarily a business to business (B2B) approach, key elements can easily apply to any sector.

Framework for Revenue Performance

A Revenue Architecture drives alignment and determines the priority operating elements that capture customer value. With all the moving parts, it is difficult to get your arms around all the elements of an effective revenue strategy.  The Revenue Architecture Design process uses a simple framework supported by over 200 dimensions to help you prioritize your best opportunities for revenue acceleration. We know that all the elements of the Revenue Architecture must perform well to maximize revenue potential, but there are typically target areas that warrant particular focus. Our four dimension framework represents the critical elements of the Revenue Architecture. We bring a diagnostic and best practices model to work with you and your team to collaboratively assess where opportunities are the greatest for revenue impact.

Our Approach to Revenue Architecture

We use a logical 5-step strategic design process to explore your current state, future opportunities and determine the way to move forward for revenue acceleration. The scope of the analysis is determined at the outset by agreeing these key opportunities, priorities and gaps we seek to address.  During the project, we focus on the levers for revenue acceleration:

• Digital Presence: current capabilities for search visibility SEO performance, web presence and listening capabilities
• Customer Experience:  how well we deliver the customer experience across sales, service and online
• Content:  the content assets and capabilities including written and video content that educate, nurture and support the sale
• Lead-to-Close Process: effective demand management, lead management, prospect care and nurture as well as sales execution processes
• Persuasive Selling: critical selling and communicating capabilities for converting prospects to customers and customers into advocates
• Service and Account Management: effective customer care and delivery that drives client retention, extension and expansion opportunity

Please contact us for engagement information.

Trusted Advisor for B2B marketing automation

If you are you considering implementing a Marketing Automation solution, we can work with you as a trusted advisor. The term "marketing automation" is a bit misleading - you can't really "automate" marketing... but there are a number of leading solutions in the marketplace today that deliver compelling value. There are also a range of custom components that integrate well with digital platforms and content management systems.

Leading platforms include Eloqua, Manticore, Marketbright, Marketo, Silverpop, Neolane and Hubspot. Which is the right solution for your business?  These systems vary significantly and will apply differently based on your size, complexity and marketing-to-sales process. While cloud computing is popular today, it is important to consider a variety of options including open source CMS, opensource frameworks and custom solutions.  Marketing automation solutions offer a compelling value propositions, but the right selection and implementation approach is critical.

• How well do these solutions fit our buy-sell process requirements?
• Will these differentiate us in the marketplace?
• What is the roll of sales and marketing in the new nurture process?
• What are the pros and cons of software-as-a-service vs in-house solutions?
• Which solution has the best commercial terms based on our needs?
• Is the vendor a good fit for us?
• How well does the solution scale to our business needs?
• How will we manage the solution implementation process?

Please contact us for engagement information.

Our clients are implementing a wide range of programs and business change to be competitive and continue to drive top-line revenue growth in a new digital environment. They seek to change the revenue engine, connect marketing with sales and better use new digital marketing and sales 2.0 capabilities. To implement a new revenue architecture successfully, they need to manage a number of moving parts and apply different levels of expertise and experience. 

We serve as an independent delivery partner to assist clients in delivering successful programs. Our teams brings the talent and experience businesses need, including:

• program management
• facilitated change management
• social media and awareness programs
• content marketing and digital video
• web 2.0 and digital solutions
• marketing automation
• campaign management
• sales force effectiveness and development