Revenue Architecture Defined

We define Revenue Architecture as the process and product of planning, design and construction to deliver sustainable and predictable revenue performance. “Revenue Architecture”


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”: the process and product of planning, design and construction for sustainable revenue performance.

Revenue Architecture

Dimensions of a World Class Revenue Architecture

These 12 dimensions are critical success factors for sustainable and predictable revenue performance. These dimensions form the building blocks of a revenue architecture.

STRATEGY
Aligning the business model and go-to-market model.
Market Strategy
Segmentation
Positioning
Value to Market
Product Portfolio.

Commercialization
Brand Positioning
Value to Market
Customer Engagement
Terms & Conditions.
Go-to-Market
Sales Organization
Required Assets
Channels & Partners
Marketing Mix.
Strategy Alignment
Gap Analysis
Team Alignment
Capability Sourcing
Planning & Budget.
SYSTEMS
Establishing the operational platform for marketing and sales.
Marketing Operation
Organization
Partners and Agencies
Web & Digital Channels
Collateral & Media.
Sales Operations
Sales Process
Tools & Enablement
Reporting
Administration.
People & Talent
Recruiting
Talent Development
Metrics
Incentives.
Technology Platform
CRM
Marketing Automation
Data Management
Business Intelligence.
PROGRAMS
Designing, launching and optimizing buyer engagement programs.
Acquisition Programming
Segmenting
Personas
Campaign Architecture
Campaign Orchestration.
Marketing Execution
Demand Generation
Website & Channel Management
Communications, PR
Technology Management.
Sales Execution
Deal Qualification
Opportunity Management
Account Management
Management & Coaching
Performance Optimization
Optimization
Funnel Metrics
Process Alignment
Revenue Impact.

Revenue Architecture Capability Maturity Model.

Maturity Model