Written with contributions from Ed Funaro As growth focused companies realize the critical synergies required across the marketing, sales and customer success functions, they are increasingly recruiting a Chief Revenue Officer (CRO) to lead the way. Yet many CROs fail without a properly defined role and an adequate onboarding process. It is vital to ensure […]
What we do as a firm is highly consistent with the role of “Chief Revenue Officer” (CRO). Over the last 10 years, the CRO role has emerged as a critical hire. Companies recognize the need for a single revenue focus and an integrated approach to marketing and sales which is embodied in the CRO role. The CRO combines traditional responsibilities of the VP of Sales and the Chief Marketing Officer. This member of the senior team oversees the entire revenue value chain and is responsible for the firm’s go-to-market strategies and revenue performance.
If you are recruiting for the CRO position, we recommend that the Chief Revenue Officer role description / job description should be organized around three layers of a Revenue Architecture. These are:
Revenue Strategy: Align revenue architecture with business architecture and differentiate go-to-market strategies. Revenue Systems: Define sales and marketing processes, integrate technologies, and engage teams. Revenue Programs: Engage the market and acquire customers with inbound and outbound marketing and sales programs.
Professional selling is senior selling. It may be a seller-doer model, as in consulting, or an expert-driven sales model for high value products and services. Professional selling is not about directing a junior team of salespeople, it is about senior people doing the selling – establishing their personal brand, actively building a network and engaging […]
Collaborative platforms enable B2B account-based sales . As consumers, we are accustomed to the efficiency and effectiveness of digital buying experiences. Amazon has set a bar. We search for products using almost any device, shop online, read product reviews, compare and contrast pricing information, review product descriptions, chat with customer service, access Q&As, watch […]
Persuasive Communications Enhances Sales and Marketing Persuasive Communications helps you deliver your message and deliver it in a logical and persuasive way. It is a buyer-centric approach to communicating. I use what I believe is a very useful framework for communicating and persuasive arguments. At Revenue Architects, we often ask each other, “What is your […]
Structured or Unstructured Process? Some businesses need a highly structured sales process that dictates specific activities sales reps need to execute. These might include things like a discover call, a demo, a pricing meeting, proposal, signature meeting, etc. Often a structured process is needed for more junior sales reps and where the volume of sales […]
Accelerated, predictable and sustainable revenue growth requires alignment around an architecture for marketing and sales and a commitment from the senior team. Coordination for buyer engagement across the full-funnel is vital. A realistic evaluation of capabilities and alignment on revenue strategies is the first step in building a revenue organization to capture customer value and […]
The first dimension in constructing a Revenue Architecture is Markets and Buyers. The output includes the identification of the Total Addressable Market (TAM). Once we have made a market selection – considering market strengths and weaknesses, offering portfolio and a range of competitive and market forces, we can measure TAM. TAM works particularly well in […]
Join us at our upcoming Lorman Education Services live webinar Using Digital and Social Media to Acquire and Expand Client Relationships on May 7 at 1 pm ET. This educational webinar is tailored for financial advisors and professionals who would like to navigate the role of social media and digital marketing to grow your professional practice.
Face it. Most of the sales methodologies from the 80’s are tired. They do not address what growth companies need today. Growth companies need to shift from using a sales methodology to using a revenue methodology.