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:
- Services (Strategy Consulting and Implementation Consulting) – Expert “Seller Do’er” sales with informal and ad hoc process.
- Solutions (Service-led Solutions and Product-led Solutions) – Complex team sales with expertise in offerings and professional selling.
- Products (Complex Products and Standard Products) – More structured and standardized sales process.
As a company pursues greater scale or improved margins, they shift their offerings along this continuum. Shifts can cause disruptions to the marketing and sales process. A Revenue Architecture must be tightly aligned with the underlying Business Architecture in order to achieve predictable and sustainable revenue performance.