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 […]
About John Stone
CEO at Revenue Architects - Sales, Marketing and Digital Business
Entries by John Stone
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 […]
When choosing sales and marketing metrics, start with your revenue funnel.
Your revenue funnel dictates which metrics are best to use and a range of factors including size and scale, complexity, volumes, revenue per client, account-based vs. lead based focus will suggest different ways to measure your revenue impact.
Your Revenue Architecture – and revenue funnel – should dictate the metrics you use.
Marketers often seek to understand ‘campaign attribution’ to prioritize investments – yet, in complex multi-stage, multi-touch customer journeys, the impact of any one campaign or touch is difficult to define precisely. Should you attribute to the first campaign touch….to the last touch? The truth is that multiple influences and touches combine to contribute to the sale. As an example, if you are using an account-based marketing approach, you will focus more on account-level metrics like account awareness and penetration instead of just lead volume.
Recent focus on #ABM – Account Based Marketing – has spurred a lot of conversation about how ABM differs from Inbound Marketing. Our view is that these descriptive labels essentially are all attacking the same challenge of driving sustainable revenue growth. ABM is more focused on engaging, converting and expanding an account – a typical B2B sales and […]
There is a spectrum of selling from “brains for hire” to “commodity product”. “Brains for hire” requires the “seller-doer” model where the selling professional has both subject matter expertise and services delivery expertise. A typical example of this is the consulting partner at a management consulting firm. Solution selling is in the middle of this spectrum and requires consultative selling, yet […]
Are You Going Into 2016 with a World Class Revenue Architecture?
The focus on Account Based Marketing and it’s requirements has ignited a range of discussions and debates and specialized B2B and ABM technologies and processes. For teams that are account based marketing focused, you might think that a closed loop marketing architecture doesn’t apply. Closed Loop Marketing is data and predictive insight-driven. How does this apply to a highly relationship-centric account based marketing focus?
Account based marketing (ABM) is a B2B marketing and sales process that begins with a focus on accounts rather than only ‘leads’ or people. Rather than primarily using the conventional method of casting a wide net to reach potential leads, ABM “flips the funnel” and focuses on specific target companies or accounts, the “business”, instead of only the “lead” or person.
Businesses need both inbound and outbound. For B2B and Account Based Marketing, this should be managed across a single revenue (marketing-sales) value chain. We call this integrated program approach a Closed Loop Marketing Architecture … and it works!