Financial Advisor SMART BOOK™ (3 OF 9): Define a Go-to-Market Model that Works For Your Firm

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2018 FA Smart Book

2018 FA Smart Book

 

Financial Advisor SMART BOOK™

We recently published the 2018 Edition of the Financial Advisor SMART BOOK™.  This resource is a comprehensive guide to help independent financial advisors build an ‘independent difference,’ that is, a strategy-led, systematic growth program with 9 proven strategies. The goal is to help advisors:

  • Increase Volume: Generate More Visits & Inquiries
  • Increase Client Value: Get Better Qualified Inquiries
  • Increase Velocity: Increase Conversion Rates
  • Increase AUM and Revenue: Optimize Engagement for AUM growth and Revenue Impact.

[Strategy 3 of 9] Define a Go-to-Market Model that Works For Your Firm.

A solid Go-to-Market Model will shorten marketing time and minimize costs. A GTM strategy can also play a major role in business growth.

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77% of B2B marketers are NOT making their numbers! Why?

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77 Percent

77 Percent

Many so-called “Revenue Marketers” are writing checks that their companies simply can’t cash! According to a recent study by HubSpot, only 23% of marketers are exceeding their revenue goals. Yet, Revenue Marketing has become a ubiquitous concept and is getting tons of hype in today’s market. And rightfully so. No question – it’s the “holy grail” of today’s senior stakeholders.

Here’s the problem—all the verbiage around it was generated by companies and people deeply invested in its success. These include companies that are predominantly staffed by marketing automation technologists and solutions engineers, who are actually software people, not demand marketers. And all the talk isn’t limited to the marketing operations and automation folks who are making claims. There are also many strategic consulting firms and agencies that do the same, but they don’t have enough experience as practitioners to execute on the very recommendations they are prescribing to clients.

Don’t get me wrong, the modern marketing technology stack forms the most powerful marketing enablement toolkit I’ve witnessed in a nearly 25-year career. But it’s just that…an enablement toolkit. It’s a partial solution. You ALSO need effective buyer engagement strategy and execution or the monetization of your marketing investments won’t even come close to its potential.

Quite simply, revenue marketing can work—when (and only when) it’s driven by a worthy buyer engagement strategy. But the primary challenge, which we address in our new eBook entitled Exposed. The False Promises of Revenue Marketing., is all the confusion, misinterpretation and general lack of understanding that exists around revenue marketing and the buyer engagement strategies that are essential to its success.

These points of confusion include:

  • The fundamental deficit in buyer understanding that is killing marketing performance at most companies
  • What’s wrong with persona development
  • How messaging is largely missing the mark
  • Why most B2B content is lousy as it’s “domain-centric,” not “engagement-focused”
  • How most marketers are focused on all the wrong metrics
  • Why so very few marketers are capable of aligning all the requisite elements of a high-performance buyer engagement strategy

In the eBook we highlight these critical elements (and many more) that are too frequently being ignored, simply misunderstood or not fully embraced, but that are vital for true revenue marketing. In it we address 9 foundational principles that when used as a roadmap for marketing automation and social media propagation are the surest way to develop a sound buyer engagement strategy that transforms you into a true rock star of revenue marketing.

Download a copy of the eBook to discover 9 ways to exponentially increase leads, conversion, pipeline velocity and revenue impact:

 

 

Under the Microscope: Go-to-Market Strategy and Plan

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under the microscope

This blog post is part of a series providing an in-depth exploration of each dimension of the 12 Dimensions of Revenue Architecture


Go-to-Market strategy is the foundation of a company’s revenue producing structure. To generate revenue, it is necessary to have defined channels to interact with customers.

To achieve this, a company needs an effective Go to Market strategy that makes the company easy to buy from and easy to sell for. A go-to-market strategy and plan is a blueprint for how the company will reach customers.

In a world where customers are becoming increasingly inundated with competitive options, it is more important than ever to effectively engage over the right channels. Your Go-to-market strategy allows you to reach customers at their various touch-points and optimize your service processes; customers can more easily interact with your company and, in turn, you can be more responsive and personalized in your customer responses.

Go-to-market is particularly crucial for services businesses that require heavy customer interaction.  Go-to-market strategy streamlines and establishes a strong focus on the steps that a company must take to co-create value with customers.

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Under the Microscope: Market Strategy

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under the microscope

This blog post is part of a series providing an in-depth exploration of each dimension of the 12 Dimensions of Revenue Architecture.


A Market Strategy is a core element of a company’s revenue architecture and differentiated strategy. Revenue leaders need to define how to approach the Market Strategy based on attractiveness, competitive positioning and fit.

This post dissects Market Strategy and its components, and explores why it is essential to any business.

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12 Questions for Your Sales and Marketing Plan

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Revenue Growth

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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Chief Revenue Officer Role Description

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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.

Do you have a Revenue Growth Plan, A Revenue Architecture?

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Revenue Architecture

A Revenue Architecture is a process for accelerating revenue growth.

Rev-en-ue noun:  the return or yield from any kind of property, patent, service, etc.; income. Ar-chi-tec-ture noun: the process and product of planning, design and construction. “Revenue Architecture” is the process and product of planning, designing and constructing the capabilities for sustainable revenue performance.  A  Revenue Architecture helps businesses of any size align marketing and sales and engage the market to generate demand and convert sales.  

There are three dimensions of a Revenue Architecture:
Revenue Architecture

  1. Strategy:  Defining the innovative strategies and prioritized initiatives that will help you differentiate in the market.
  2. Systems: The integrated platform of brand, channels, people, process and technology forming your revenue engine.
  3. Programs: Creative and predictive marketing and sales campaigns that engage audience, drive demand and convert sales.

A world class Revenue Architecture is defined by leading practices across 30 dimensions. We developed a diagnostic tool called Revenue Grader to help business owners and revenue leaders sell-assess their capabilities and prioritize focus.

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