Revenue Architecture Diagnostic

A Revenue Architecture integrates strategies, systems and programs across marketing, sales and service to deliver more sustainable, predictable and accelerated revenue growth. We have identified 12 dimensions of a world-class Revenue Architecture and have summarized them the questions below.:

Does your REVENUE STRATEGY align with your business model?

  • Are you competing in the right markets?: Revenue challenges are often dominated by market factors.  New growth may require choosing different segments and ideal customer profiles.
  • Do you have the right offerings?:  Are you offering the right products, services and solutions to the right buyers? You may require a re-invention of products and services or the addition of new product packaging.
  • Do you have the right go-to-market strategy?  If you are like most businesses, you have a product / service portfolio that will require different revenue models and programs. As conditions change, and you change your business model, you need to realign your go-to-market strategy.
  • Are your teams aligned on the right revenue metrics?: Alignment needs to happen across marketing, sales and service. Clear set of S.M.A.R.T. goals based on “funnel math” for offering segments. Do Marketing and Sales teams agree on key metrics?

Are your REVENUE SYSTEMS fully enabling marketing and sales?

  • Does your visual branding engage your buyers? Your brand positioning and messaging and visual communications able sales and marketing and deliver on  your go-to-market strategy.
  • Do you have the right channels, organization and talent? Direct and indirect partner channels, websites and digital presence need to be configured to your go-to-market strategy.  As the business model shifts,  teams may need to be re-skilled, restructured or reorganized.
  • Do you have a closed-loop revenue process?  To respond to today’s more self-directed buyers, the marketing and sales processes must be orchestrated across the buyer lifecycle. A closed-loop process also enables teams with the right insights and resources to effectively engage buyers at every stage.
  • Do you have the right revenue technology?  Salesforce Automation (CRM) and Marketing Automation, Predictive / AI,  Data Management, business Intelligence and digital channels need to be properly selected, architected and integrated marketing and sales teams in order to engage buyers effectively and at scale.

Are your REVENUE PROGRAMS delivering world-class buyer engagement?

  • Do you really understand your buyer?: Program success requires analysis and selection of your target addressable market (TAM) and segments as well as a deep understanding of buyer personas and pain points.
  • Are you  delivering the right content and experiences? With an understanding of buyer pain points, you can craft an experience architecture and associated content to engage accounts and buyers at every stage of their buying process.
  • Do you have the right campaign architecture? There is a lot of hype around Inbound Marketing, Account-based Marketing and Content Marketing. These are all great strategies, but your business model and revenue model should dictate your the specific mix of strategies and channels you use.
  • Are you selling effectively? Good selling includes adoption of best practices, standard sales process and right use of enabling technology. Are your sales teams selling closing deals predictably with the right velocity and impact?

Learn more about the Revenue Architecture Diagnostic – Our facilitated approach.