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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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A company needs an effective go-to-market strategy that makes it easy to buy from and sell to. Go-to-market strategies and plans are a blueprint for how the company will reach customers, streamlining and establishing a strong focus on the steps that a company must take to co-create value with customers.

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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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