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 performance.

Revenue Architecture

Revenue Architecture Diagnostic

Does your Revenue Architecture position you for sustainable and predictable revenue growth?

By answering the following questions, you can place yourself on the maturity curve and start to map the path toward more sustainable and predictable revenue growth.

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 market conditions you change your business model and you must also change your revenue architecture.
  • Are you agile, adaptive and responsive?: Changes in buyer behavior dictates 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.

Do your REVENUE SYSTEMS enable marketing and sales effectiveness and execution?

  • Does your brand position and experience help you to engage buyers? Your brand, messaging, visual identity, websites and digital presence serve as the platform for your go-to-market strategy.
  • Do you an end-to-end and enabled revenue process?  To respond to today’s more self-directed buyer, marketing and sales processes must be fully coordinated for world-class buyer engagement. Enablement means equipping teams with the right content and resources to effectively engage buyers end-to-end.
  • Do you have the right organization and talent? Marketing and sales teams often need to be re-skilled, restructured or reorganized to effectively engage prospects, convert opportunities and capture customer value.
  • Do you have an integrated technology stack?  New technologies across CRM and Marketing Automation, Predictive / AI and Data Management are enabling marketing and sales teams to effectively 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 messaging buyers effectively with the right experiences? With an understanding of buyer pain points, you can craft an experience architecture and message map that will engage account buyers at every 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 great tactics, but it is your buyer engagement strategy that defines the specific mix of strategies and channels.
  • 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?

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.

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