Fixing the B2B Revenue Engine

,

With the advent of new media and digital marketing, marketing and sales needs to be joined at the hip. There is a lot of focus now – even more than usual – on sales and the revenue model and how to make it work. With tougher economic times, business leaders are looking with even greater scrutiny at how the revenue model is working and what levers to pull to make it work better. The usual focus is on the sales team– putting in harder metrics and drivers in place to force the issue and make sales happen. The real opportunity, however, is by looking a little more broadly and connecting the pieces that make an overall “revenue architecture” work. There are 100s of drivers for revenue generation – including pricing and product quality – but what is often overlooked is how effective marketing and sales are coordinated to link the complete value change from awareness to closed deals. With the advent of digital marketing and social media models, the line between marketing and sales is increasingly blurred. Organizations need to be thinking less about one-off campaigns and more about continuous conversion strategies across the value chain funnel from brand awareness to closed deal. Successful organizations are using a new marketing model – increasingly centered on using digital marketing platforms to drive end-to-end awareness and demand, nurture opportunities and close business. Here are some elements we see within high-performing organizations- put these in place successfully and your marketing and sales machine should begin to work well: Setting and communicating clear strategy

  • Identifying the differentiated market positioning
  • Organizing the target market into durable segments
  • Tailoring messages and offers to each segment
  • Setting a go to market strategy that aligns resources to opportunity
  • Price your products and services competitively

Driving visibility and awareness

  • Create awareness and brand identity with the right mix of new and old media
  • Become visible digitally with SEO, your web presence and your digital outposts in social media
  • Provide value to your audience across each stage of the buy-sell process
  • Offer a consistent and quality brand experience at each interaction

Engaging across the funnel

  • Use information and tailored offers to nurture prospects across the funnel
  • Work all the channels with your content- web, events, blogs, social media outposts, digital video
  • Maintain achievable metrics for frequencies (e.g. sales calls)
  • Ensure sales force effectiveness – including product/ service knowledge and sales skills
  • Motivate your sales teams effectively based on your target markets and product mix
  • Use your customer evangelists to help you articulate your value
  • Recognize the value of your investments in sales people
  • Increase share of existing clients with crop rotations, continuations and colonization’s
  • Deliver to drive client satisfaction – keep clients from going out the back door while you’re new clients are coming in the front door
0 replies

Leave a Reply

Want to join the discussion?
Feel free to contribute!

Constructive comments welcome.

This site uses Akismet to reduce spam. Learn how your comment data is processed.