B2B Account-based Sales and the Role of Collaboration Platforms 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 […]
About John Stone
CEO at Revenue Architects - Sales, Marketing and Digital Business
Entries by John Stone
Use Persuasive Communications to enhance your selling and marketing communications. Persuasive Communications helps you deliver your message and deliver it in a logical and persuasive way. It is a buyer-centric approach to communicating. From my earlier work at PA Consulting and continuing today, I use what I believe is a very useful framework for […]
Structured or Unstructured? 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 […]
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.
Consider Revenue Architecture When Selecting Your Tech Stack Face it, buyers don’t care whether they are interacting with your marketing or your sales organization, they follow their buying process – often in an unstructured and unpredictable way. They self-sell on the web, research with influencers and engage 1:1 with sales people. An effective buyer experience across […]
Marketing Automation is of particular value when pursuing a higher volume lead generation or demand generation model.
In a recent Quora post, we answered a question about the value of marketing automation. If you generate – or seek to generate – a high volume of leads (100+s) from the web from self-directed buyers, then yes, you will value having a Marketing Automation platform.
Consider Marketing Automation as part of a broader “technology stack” – there is the “Martech Stack” and the “SalesTech Stack” – we look at these together as the “RevTech Stack”
Their are a number of leading players in marketing automation – Marketo, HubSpot, Eloqua, Pardot, SharpSpring, Act-On, Infusionsoft, Mautic and others.
Prices range from a few 100 per month to many $1,000s – a lot is based on volumes (size of lists etc), but there are also a wide range of feature sets.
It is difficult to recommend any one system. We use SharpSpring, Pardot, HubSpot and Marketo. All of these are solid systems. Consider the integration and platform ecosystem (e.g. Pardot is part of the Salesforce Cloud).
SharpSpring users now have access to a new social media and calendar features. Content Calendar: A bird’s-eye view of your social posts, email sends, and blog articles. Social Posting: Post directly to Facebook, Twitter, and LinkedIn without leaving SharpSpring. Social Listening: Monitor social media activity with customized listening feeds. New Trigger/Filter: Create automations based on […]