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Accelerated, predictable and sustainable revenue growth requires alignment around an architecture for marketing and sales and a commitment from the senior team. Coordination for buyer engagement across the full-funnel is vital.  A realistic evaluation of capabilities and alignment on revenue strategies is the first step in building a revenue organization to capture customer value.

A $10M B2B tech company is looking to get to the next level of accelerated, predictable and sustainable revenue growth.  The company has been in business for over 10 years, offering a variety of managed services, support services and applications to support IT Infrastructure requirements.  They have about 350 active clients that contribute to the companies ARR revenue base. The customer base is loyal with low attrition and there remains good demand for additional services resulting in a continuous pipeline for “up-sell”.

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Consider Revenue Architecture When Selecting Your Tech Stack

Face it, buyers don’t care whether they are interacting with your marketing or your sales organization, they follow their buying process – often in an unstructured and unpredictable way. They self-sell on the web,  research with influencers, and engage 1:1 with salespeople.   An effective buyer experience across a dynamic buyer’s lifecycle requires that your revenue architecture is designed with a coordinated closed-loop process supported by an integrated technology stack.

We read a lot about Martech and SalesTech stacks. This is understandable because marketing and sales teams have traditionally pursued distinct missions with different needs. Yet if your marketing, sales, and service “front office”  needs to be more integrated to support dynamic buyer pathways, you might need to re-think your technology stack.  An integrated revenue process supported by integrated revenue technology helps deliver a single view of the customer and becomes more responsive and relevant as your buyers jig and jag along their dynamic buying processes.

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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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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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Marketing Team Working on Vendor Selection

Choosing a marketing automation vendor can be challenging. Whether you are jumping into marketing automation for the first time, or are re-evaluating your current system, it can be a difficult and daunting task – especially with how many options are out there these days. Marketing Automation Selection Criteria can help.

The vendor you choose will have an enormous impact on not only your Marketing Department and marketing efforts, but could easily touch other areas as well such as Sales, Customer Service and IT. It is important to consider these other groups when evaluating various vendors, as they may have requirements, obstacles and questions that should be taken into consideration.

To help make the evaluation process a little easier and more effective, here is a recommended process to follow: Read more