It is not one-size-fits-all. There is a continuum of business archetypes from strategy consulting at one end, to standard products at the other. Each “business archetype” requires a different Revenue Architecture. For example:
- Services Businesses – including Strategy Consulting and Implementation Consulting – requires an expert “seller do’er” model with more informal practices and and flexible processes.
- Solutions Businesses – including service-led solutions and product-led solutions) – requires content marketing and thought leadership, educational experiences and professional team sales to committee buyers with expertise.
- Product Businesses – including complex products and standard products – requires efficient demand generation, a structured sales process, and the right mix of inside sales, outside sales and self-service.
As a company pursues scale or margins, they often shift their offerings along this continuum. These shifts can cause disruptions to the marketing and sales model. A Revenue Architecture must be fit for purpose to the underlying Business Architecture in order to achieve predictable and sustainable revenue performance.