Revenue Architecture Diagnostic

How does your Revenue Architecture stack up?  Arrange a complimentary briefing to review your requirements. We can review how the Revenue Architecture Methodology can help you realize more accelerated, predictable and sustainable revenue performance.

The Revenue Architecture methodology is a framework for an integrated, closed-loop approach to marketing and sales that better reflects the way companies need to engage the modern and informed buyer in the digital economy. Revenue Architecture includes 9 dimensions and 27 underlying steps that can be assessed, measured and designed in context of your underlying business model and strategy.

We use the nine dimensions and capability maturity models to measure a company’s revenue growth and performance potential. Assessments are performed objectively (based on best practices) as well as in context of the underlying business strategy and business model. We have identified 6 “business archetypes” and many companies will have a mix of these that require a different Revenue Architecture approach: Expert Consulting, Implementation Consulting, Service-led Solutions, Product-led Solutions, Complex Products, Standard Products.

One way to get started is with the Revenue Grader – a Google Form Questionnaire that includes 27 questions to begin considering Revenue Architecture strengths, weaknesses and priorities. We use the Revenue Grader along with interviews and workshops to structure the diagnostic approach and to develop strategies and initiatives for accelerated, predictable and sustainable revenue growth.

Revenue Architecture

9 Assessment Questions

  • Markets & Buyers. Have you selected the right markets based on ideal customers,  defined your TAM – total addressable market, and segmented the market into addressable personas?  Revenue challenges are often dominated by competitive market factors.  It is critical to identify ideal clients and segment markets using data insights and engagement history and build personas for targeted buyer engagement.
  • Valued Offerings. Is your offering portfolio competitive and your value propositions and persona messaging effective?  You may require a re-invention of offerings, but quite often there are opportunities to realign value propositions for market segments, key accounts, decision making units and individual buyers.
  • Go to Market. Are you clear about your go-to-market plan and buyer engagement strategy considering sales mix, marketing mix and channels? If you are like most businesses, you have a product / service portfolio and personas that will require different revenue models, marketing programs, and sales models. You will need to adjust your buyer engagement strategies for different offerings and as conditions change.
  • Brand Presence. Do you have the right visual brand, online presence and brand collateral? Your visual brand includes your design elements, your website(s), collateral,  digital marketplaces and social media outposts. These are important touchpoints for buyer and influencer engagement.
  • Revenue Technology. Do you have the right revenue technology stack? Your technology stack enables marketing and sales to engage buyers at scale. Marketing Automation, CRM, channels, data management and business intelligence tools come together to enable full-funnel marketing and sales execution.
  • Operating Model. Are your marketing and sales processes, organizations, skills and resources in place to enable sales and marketing effectiveness? Companies need to align around a unified revenue process that reflects the buyer process and enable an operating model with the right skills, talent management and resources to compete.
  • Marketing Execution. Are you executing and optimizing marketing programs? With an understanding of target markets and buyer pain points, you can craft experiences, deliver content and integrate campaigns to build awareness and drive top-of-the-funnel (TOFU) leads in your target addressable market and collaborate with sales to engage accounts and buyer personas at every stage of their buying process.
  • Sales Execution.  Are your sales team exercising good selling “DNA” and delivering the right level of activities to drive revenue pipeline? Are they prospecting, managing opportunities and closing sales effectively? Entirely different sales processes and skills are needed across different business archetypes from expert consulting to standard products.
  • Customer Execution.  Are you delivering customer success? Are your customer service processes helping to drive revenue performance through retention, up-sell and cross-sell? Good service happens day-to-day through the adoption of best practices and the use of enabling technology and service teams must be active contributors to revenue performance.

Revenue Architecture Diagnostic: Schedule your Complimentary Consultation.

We can measure marketing and sales effectiveness and identify issues and opportunities at most companies in 2-3 weeks. We use the Revenue Architecture diagnostic tools, interviews and analysis to identify gaps and opportunities. The process begins with a kick-off session to set priorities followed by working sessions. We help you prioritize ‘must do’, ‘should do’ and ‘could do’ actions and sequence a top-down plan. The Revenue Grader Questionnaire is a great way to get started.

Comprehensive Analysis

We take a broad view across 9 dimensions to explore and uncover growth issues and opportunities.

Best Practices

Our Capability Maturity Model (CMM) and scorecards help facilitate review of priority areas.

Expert Analysis

We apply our expertise from working with over 200 companies in full lifecycle marketing and sales and customer acquisition.

Sherwin Uretsky

Growth teams use the diagnostic to rapidly identify and organize around a growth strategy and plan. There are many factors that impact revenue growth. The diagnostic is an accelerated approach to consider these factors and prioritize a plan.

– Sherwin Uretsky