Financial Advisor SMART BOOK™ (1 of 9): Align Your Team on Vision & Smart Goals

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2018 FA Smart Book

Market Success

Financial Advisor SMART BOOK™

We recently published the 2018 Edition of the Financial Advisor SMART BOOK™, 2018 Edition  This resource is a comprehensive guide to help financial advisors build 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 your Conversion Rate
  • Increase AUM and Revenue: Optimize Engagement for AUM growth and Revenue Impact.

[Strategy 1 of 9] Align Your Team on a Vision & Smart Goals 

We are surprised how many advisors we work with have not clarified a vision or established clear revenue goals and metrics to achieve them. Having a vision and game plan for growth is important for financial advisors to thrive in a challenging marketplace. The Smart Book™ outlines how you can achieve more predictable and sustainable revenue growth by establishing a Revenue Architecture that fits your firm. The key is to commit to a systematic sales and marketing process by following the 9 proven strategies to guide your approach.

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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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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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Why You Need Fewer Leads…But More Marketing Qualified Leads

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graphic showing the changing roles of marketing and sales

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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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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Align Marketing and Sales to End 2015 Strong

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It’s the middle of Q4 and the end of the year is fast-approaching. For many, it is a time to slow down from work and spend time with family. For sales people, it’s can be a frantic time, as many B2B companies must close sales opportunities to achieve revenue goals.

So, what can the marketing team do to help the sales team and ring in the New Year on a positive note? Here are a few tips to align marketing and sales and help ease the December frenzy and drive some upward momentum into the New Year.

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6 Marketing Automation Myths

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Revenue Systems

Marketing Automation has been around since the 1990s. Back then, the focus was on automating email marketing— managing the development and delivery of emails to target lists at scheduled times. Over the decades, software developers expanded the capabilities of Marketing Automation to meet the requirements of a variety of marketing functions and users.

Today, Marketing Automation refers to a broad range software technology for marketing and it is an important element of closed loop marketing. Its evolution has raised many questions about what it is, what it does, and whom it benefits.