This blog post is part of a series providing an in-depth exploration of each dimension of the 12 Dimensions of Revenue Architecture. The commercialization process prepares you to introduce products and services into the market. There are several different frameworks that describe the product development process in detail and commercialization is typically included in this overall […]
About John Stone
CEO at Revenue Architects - Sales, Marketing and Digital Business
Entries by John Stone
Traditional account sales is an important, but expensive approach to market. Traditional marketing programs are not account-centric and often fail to deliver the needed impact at the account level. Targeting strategic accounts requires that marketing and sales work in partnership to orchestrate effective account-based marketing and selling. Yet, customizing an approach to a specific […]
I often hear the use of the word Blogs when referring to Blog Posts. Blog: A single website or web page with multiple posts. Blogs: Multiple websites containing posts (not the posts themselves) Post: An individual entry on a blog. A blog is short for weblog. A weblog is a website consisting of entries (posts) that are displayed in reverse […]
Closing the Loop – Aligning Marketing and Sales
Traditionally, marketing teams generate leads, while sales teams close deals. With the web and the shift of the customer buying process and business-to-customer interactions, the lines between marketing and sales are blurred. Companies today know that they need to adapt, but how?
Growth-focused companies often wrestle with aligning marketing and sales to maximize revenue growth. A key goal is establishing a “service level agreement” between marketing and sales teams that defines both the required quantity and the characteristics of the ‘MQL” or Marketing Qualified Lead”. But there is more to it then that. Marketing and sales teams today, must work together to orchestrate the customer experience end-to-end and generate leads, nurture opportunities in the pipeline and ultimately convert sales. And, they need to track this end-to-end so they can attribute revenue to marketing programs and campaigns and see what is working and not working.
A useful framework to manage this end-to-end process is the “Closed Loop Marketing Architecture”.
Revenue growth requires a company-wide commitment and responsibilities cut across product groups, customer success, marketing and sales teams. When developing a marketing plan, sales plan or performing due diligence for a private equity investment, acquisition or a new CEO or CRO role – consider these 12 questions to develop your revenue architecture and revenue performance potential. The 12 dimensions […]
We define Revenue Systems as the foundation for sustainable revenue execution. Revenue Systems include brand, people, process, and technology that enable marketing and sales. These core capabilities help attract, capture, deepen and expand relationships. Assuming the right strategies are in place, your revenue system provides the platform you need to execute marketing and sales programs and achieve marketing and sales performance metrics.
There is a continuum of different B2B business models – from luminary consultants to commodity products – and each model needs to have a distinct structure for marketing and sales. Before we assess sales team readiness, we begin by ensuring that the right revenue architecture (the product and process of marketing and sales) is in place and aligned with the target business architecture.
For businesses with a complex, solution sale or consulting sale, there are sales effectiveness attributes that we look for. Below, we’ve outlined competencies, activities, and attributes for good selling. Sales executives, client managers and account reps that sell complex products, business solutions or consultative services should possess the following:
Designing and launching a B2B sales campaign is a continuous activity for B2B sales and marketing teams. To illustrate this, we developed a Closed-Loop Marketing Architecture that describes the continuous campaign process. Data insights help determine the new customer messaging and personalized interactions resulting in better sales conversions. The process tightly aligns marketing and sales teams to orchestrate buyer engagement at each […]
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.
You have implemented marketing automation and you are generating some inbound leads. Great! You have uploaded a database of contacts and these represent even more potential ‘leads’ (in the system). Now you need to manage all these leads. How do you convert them into subscribers and real sales leads? Of course, only a handful of leads are likely to become MQLs […]
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