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.  A Revenue Architecture is an agile framework to continuously align strategies, integrate systems and optimize programs for high-value buyer engagement and impact.

Revenue Architecture

How do you know if you have the right Revenue Architecture?

Ask yourself these questions to place yourself on the maturity curve toward sustainable and predictable revenue growth.

Do you have the right Revenue Strategy?

  • Are you competing in the right market?: Revenue challenges are often dominated by competitive market factors.  New growth may require a re-invention of products and services.
  • Is your business model and go-to-market model aligned?: As you change your business strategy and model,  your go-to-market model often breaks. Marketing and Sales must often be re-structured to work with your new business model.
  • Are you adaptive and responsive?: The pace of change dictates that you use an agile approach to revenue architecture and execution.
  • Are you fully aligned on the revenue strategy and goals?: Alignment needs to happen across the business from the board room to the front line marketing sales and service teams.

Does your ‘Revenue System’ fully enable marketing and sales?

  • Is your brand communicating the right message? As your go-to-market changes, your brand, messaging, visual identity, websites and digital presence will need to change along with it.
  • Is your revenue process fully enabled?  With today’s more self-directed buyers, the marketing and sales process must be coordinated for buyer engagement. Enablement means equipping teams with the right content and resources to engage buyers end-to-end.
  • Do you have the right talent and organization? Marketing and sales teams often need to be re-skilled, restructured or reorganized to engage customers and convert opportunities.
  • Do you have an integrated technology stack?  New technologies enable marketing and sales teams to better facilitate buyer experiences with impact and scale.

Are your Revenue Programs engaging buyers with high value experiences?

  • Do you really understand your audience?: A deep understanding of each buyer segment, buyer personas and buyer processes helps drive the efficiency and effectiveness of revenue programs.
  • Are you messaging buyers effectively and with the right content? By understanding buyer pain points, you can build message maps that better engage individual buyers at each 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. While these are great tactics,  the buyer engagement strategy defines the mix of marketing and outbound selling tactics you need.
  • Is your sales and marketing execution effective? Effective marketing and sales execution involves deep buyer understanding and empathy, persuasive selling and marketing and high-value relationship management.

The Building Blocks

We identified 12 dimensions – or building blocks –  of a world class revenue architecture. Continuously ensuring that these 12 dimensions are in place, aligned with your business model and effective is the key to achieving sustainable and predictable revenue growth.

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.

Let us help you review your Revenue Architecture.