Revenue Architecture Defined


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 growth.

Revenue Architecture

Revenue Architecture Self-Diagnostic

Are you positioned for sustainable and predictable revenue growth? Answer the following questions to place yourself on the revenue growth maturity curve.

Do you have the right REVENUE STRATEGY?

  • Are you competing in the right markets?: Revenue challenges are often dominated by competitive market factors.  New growth may require a re-invention of products and services.
  • Do you have the right revenue architectures?:  If you are like most businesses, you have a product / service portfolio that requires different revenue models, different marketing programs, and different sales models. As conditions change,  you need to  change your revenue architecture.
  • Are you agile, adaptive and responsive?: Changes in buyer behavior dictate an agile approach to revenue architecture and execution. Your technology stack and process architecture needs to be adaptive to the changing market dynamic.
  • Is your team aligned on the revenue plan?: Alignment needs to happen across the business from the boardroom to the front line marketing sales and service teams. You need to be pursuing a clear set of S.M.A.R.T. goals based on the right “funnel math” for each of your offering segments.

Are your REVENUE SYSTEMS fully enabling marketing and sales?

  • Does your brand engage buyers? Your brand, messaging, visual identity, websites and digital presence serve as the platform for your go-to-market strategy.
  • Have you defined an end-to-end revenue process?  To respond to today’s more self-directed buyer, the marketing and sales processes should be coordinated across the buyer lifecycle. Enable teams with the right content and resources to effectively engage buyers.
  • Do you have the right organization and talent? Marketing and sales teams often need to be re-skilled, restructured or reorganized for modern revenue marketing and sales.
  • Do you have the right revenue technology stack?  New technologies across CRM and Marketing Automation, Predictive / AI and Data Management are enabling marketing and sales teams to engage buyers at scale.

Are your REVENUE PROGRAMS delivering world-class buyer engagement?

  • Do you really understand your buyer?: Program success requires an understanding of your target addressable market (accounts and people) and  buyer segments as well as an understanding of buyer personas and their pain points.
  • Are you  delivering the right messages and experiences? With an understanding of buyer pain points, you can craft an experience architecture and message map that will engage accounts and buyers at each stage of their buying process.
  • Do you have the right campaigns and programs? 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 effectively executing sales? Good selling happens day-to-day through the adoption of best practices and the use of enabling technology. Are your sales teams closing sales at the right velocity and impact?

Learn more about our Revenue Architecture Diagnostic Offer – A facilitated approach to measuring marketing and sales maturity.

Strategy Dimensions

  • Market Strategy
  • Commercialization
  • Go-to-Market Model
  • Strategy Alignment.

Systems Dimensions

  • Brand Execution
  • Revenue Process
  • People & Talent
  • Technology Platform.

Programs Dimensions

  • Acquisition Programming
  • Marketing Execution
  • Sales Execution
  • Performance Optimization.