Revenue Architecture

Revenue Architecture is a dynamic process to align marketing and sales with the business to achieve more predictable and sustainable revenue performance.

Customized to the Business. Different businesses need different Revenue Architectures. Design factors include product/service complexity, account structure,  buyer mix, deal size and deal velocity.

Responsive to Business Change.  As new competitors, technologies and innovations disrupt markets, you need to change your business architecture and realign your Revenue Architecture.

Front Office Integration. Buyers are more in control.  To engage today’s buyers effectively, you must align marketing and sales and deliver world class buyer engagement.

Revenue Architecture

Business Architecture Alignment

As businesses respond to market dynamics, they change their business architecture. Aligning revenue architecture with business architecture helps deliver more predictable and sustainable revenue performance.

Continuum of Business Archetypes
EXPERT CONSULTINGCONSULTING PRACTICEBUSINESS SOLUTIONSCOMPLEX PRODUCTSSTANDARD PRODUCTSSELF-SERVICE DIRECT
Services sold and delivered by consulting partners based on their personal expertise.Services sold and delivered by expert teams with sales process support.A product and service mix sold by sales professionals with technical support.
Configurable products in established markets sold by direct sales and value added distribution channels.Standard products and services sold in established markets through direct sales and distribution channels.Standard products and services purchased directly in a self-service model through digital channels.

9 Dimensions of a Revenue Architecture

Each of the 9 Revenue Architecture Dimensions below must be designed and configured to align with your offerings and business archetypes.

Revenue Strategy
Revenue Strategy Dimensions - Concept Layer
MARKETS & BUYERS

Market Selection
Buyer Personas
Goals & Metrics

VALUED OFFERINGS

Offer Positioning
Value Propositions
Revenue Models

PATHS TO MARKET

Organization Model
Partners & Channel Model
Digital Mix

Revenue Systems
Revenue Systems Dimensions - Foundation Layer
BRAND PLATFORM

Visual Brand Identity
Website & Digital Presence
Marketing Collateral

REVENUE TECHNOLOGY

Marketing Automation
CRM & Sales Automation
Data & Business Intelligence

PEOPLE & PROCESS

Talent Management
Full Funnel Process
Enablement Resources

Revenue Programs
Revenue Programs Dimensions - Execution Layer
MARKETING PROGRAMS

PR & Brand Communications
Content & Resources
Buyer Engagement

SALES EXCELLENCE

Prospecting
Relationship Management
Opportunity Management

ACCOUNT MANAGEMENT

Delivering Effectively
Customer Experience
Up Sell & Cross Sell

Revenue Grader Self-Assessment Tool

We developed a short questionnaire that can help you quickly self-assess your gaps and opportunities.