Revenue Architects Marketing and Sales Blog

Blog or Blogs? – A Blog has Posts not Blogs

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.

BlogA blog is short for weblog. A weblog is a website consisting of entries (posts) that are displayed in reverse chronological order with the most recent post appearing first. “Blogs” refers to the universe of blogs – not to individual posts. Blogs are created using software like WordPress or TypePad. Blogging is a verb that means writing posts (not writing blogs).

So if you are wondering if you have ‘blogs” on your blog…. you actually have posts… If you have multiple blogs (multiple websites or multiple subject blogs, each with sequential posts), then you might refer to the collection as ‘blogs’.

Good luck marketing, selling and blogging!

Learn more about how to integrate your blog strategy for revenue growth… Contact Us.

Let’s Talk About Email – Why and How to Use Email Marketing

email marketingWith the rise of social media, many “traditional” online marketing tools have fallen out of the spotlight in the glamorous new world of Facebook, Instagram, and Snapchat. Marketers scramble to discuss the latest marketing campaigns which can be implemented with social media.

However, email marketing is one of the marketing tools that should be discussed in earnest. Email marketing is still useful and has its place in the modern B2B marketer’s repertoire.

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AMA Boston: Actionable Marketing Metrics Recap

I recently had the pleasure of attending the American Marketing Association Boston event Actionable Marketing Metrics: Tools and Methodologies on Tuesday, 24 January, 2017.

The two guest speakers, Thor Johnson, CEO of Bedrock Data, and Kristen Hambelton, CMO of ServiceChannel, gave outstanding presentations. They raised interesting points on how businesses should approach defining metrics in both marketing and sales.

Here are a few main takeaways that are particularly pertinent to B2B businesses (though, of course, they do apply to B2C companies as well):

12 Questions for Your Sales and Marketing Plan

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 take a broader view of revenue growth dimensions – beyond sales effectiveness and marketing campaigns.Revenue Growth

While there are many factors to consider, these 12 questions can help focus your sales and marketing planning.  When we first developed the Revenue Grader (now being revised) six years ago, we included 50 questions – or dimensions – in the analysis. While all 50 remain valid, we found that it was a bit cumbersome to consider all 50 when starting with a top-level plan or diagnostic. We now focus on these 12 dimensions and drill down into sub elements based on key issues or priorities.

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Why You Need Fewer Leads…But More Marketing Qualified Leads

Why Marketing Qualified Leads?

Although many marketers focus on increasing the number of leads, quite often marketers should be in fact aiming to have fewer leads. The key is that this smaller number of leads are Marketing Qualified Leads (MQLs), who are genuine sales prospects, instead of people who are curious but have no intent to buy.

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Revenue Systems: Your Platform for Sustainable Revenue Performance

Revenue SystemsWe 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.

Some B2B organizations still view marketing and sales as distinct organizations with different skills, and requiring different technologies and processes. While there are distinctions in the role of marketing and sales, today’s buyer lifecycle experience is fluid and must drive the marketing and sales process.  Leading businesses recognize that in order to attract and engage these self-directed buyers, marketing and sales teams need integrated branding, technologies and processes.  With a Revenue Systems approach, leaders can architect an integrated platform and manage continuous and non-linear buyer journeys.

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Good Selling Checklist: Activities and Competencies

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:

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 stage and maximize lead conversions and ultimately revenue impact. Data and insights from past campaigns drive new segmentation and new messaging, spawning new campaigns.

A campaign involves the design, launch and optimization of experiences across multiple channels. It will engage customers and prospects at each stage of the buying lifecycle. So what are the elements in an effective B2B campaign design? These 10 questions can help cover the bases for your next B2B sales campaign. 

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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.