Entries by John Stone

10 Questions for Your B2B Sales Campaign

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 […]

Chief Revenue Officer Role Description

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.

How to Set up a Lead Nurture Program

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 […]