Revenue Architecture Defined

Revenue Architecture is an approach to structure and align marketing, sales and service for profitable revenue growth.

Every business is different. Over-hyped marketing and sales models don’t work for every business. The complexity of products and services, deal size, deal velocity, and the types of buyer personas all dictate different revenue strategies, revenue systems and revenue programs which together form a Revenue Architecture.

Businesses are continuously changing in response to market conditions, disrupting the underlying revenue architecture. Continuously aligning revenue architecture with business architecture is critical to capturing customer value and achieving sustainable revenue growth.