Revenue Architecture Diagnostic

How does your Revenue Architecture stack up? The Revenue Architecture Methodology can help you realize more accelerated, predictable and sustainable revenue performance. It’s a framework for integrated, closed-loop marketing and sales buyer engagement and includes 9 best-practice dimensions.

Companies use the 9 dimensions and capability maturity models to measure their buyer engagement effectiveness and revenue growth and performance potential. We facilitate assessments objectively in context of the underlying business strategy and business model. Many companies will have a mix of “business archetypes” from consulting services to solutions to standard products. Each of these require a different Revenue Architecture.

The following 9 questions might help you self-assess your Revenue Architecture and identify immediate gaps and priorities.

Revenue Architecture

9 Assessment Questions

Revenue Strategy

  • Markets & Buyers. Have you identified ideal buyers, analyzed markets based on attractiveness and ability to compete, and focused resources on the most attractive segments and buyer 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. Do you innovate and develop products and services to ensure they are continuously positioned for competitive advantage?  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. Do you continuously identify paths to market for high value segments and personas and define buyer engagement strategies considering the marketing, sales and channel mix? 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.

Revenue Systems

  • Brand Presence. Do you have an effective and high impact visual identity and brand – with the right naming, logos and visual design treatments – to consistently and effectively express your brand values and message? 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 evaluate technology capabilities against business needs and emerging technology and maintain an integrated tech stack to engage buyers at scale across the end-to-end buyer lifecycle?  Marketing Automation, Sales Intelligence, CRM, channels, data platform and business intelligence tools come together to enable full-funnel marketing and sales execution.
  • Operating Model. Are you aligned around your operating model for marketing and sales, including defined processes, stages, rules, SLAs, metrics, methodologies, and artifacts?  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.

Revenue Programs

  • Marketing Execution. Do you effectively and efficiently design, produce, execute and optimize a portfolio of buyer engagement campaigns and programs based on your go-to-market strategy? 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. Do you execute sales with the right skills and methodologies and the right volumes of activity for prospecting, opportunity orchestration and closing sales consistent with your business model and sales territories? Entirely different sales processes and skills are needed across different business archetypes – from expert consulting to standard products.
  • Customer Execution.  Do you deliver products and services effectively and efficiently, service customers and delight people to optimize customer retention, up-sell, cross-sell and referrals? 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 a Complimentary Consultation.

We can measure marketing and sales effectiveness and identify issues and opportunities at most companies in 2-3 weeks. We use Revenue Architecture diagnostic tools, interviews and analysis to identify gaps and opportunities.  We help you prioritize ‘must do’, ‘should do’ and ‘could do’ actions and sequence a top-down plan.

Comprehensive Analysis

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

Best Practice Framework

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