Envisioning Revenue Strategy
Envisioning Revenue Strategy is about segmenting the audience, building personas, developing targeted messaging, then determining the best way to access buyers.
In this step, we use data and insights from past efforts and external research to identify ideal buyer segments and priority buyer engagement opportunities. By selecting attractive markets and segments based on data insights, you can better prioritize and focus your engagement strategy.
When we know who to target –segments and personas – we can innovate and align the value proposition and messaging. New growth in a competitive environment may require re-invention and innovation across your offering portfolio. Customer acquisition depends on compelling value propositions targeting ideal buyer personas. Effective value propositions address buyer needs, are differentiated and clearly communicated.
Determine how to access the market. What mix of direct, indirect, channels and marketing – including paid, owned, earned media – should we use? There are a wide variety of options to access the market across media types, channels, direct, and indirect models. Which ones will work best with your offering and buyer persona combinations? The Go-to-Market model defines how you will access the market.
Business Model Alignment
Growth companies want to know how to get to their next level of profitable revenue growth. “We are at $30M and 30% margin, how do we get to $150M and 33% margin?” What considerations, best practices, changes to our go-to-market model, and execution processes make that possible? Misalignment of Revenue Architecture and Business Architecture is one of the greatest challenges businesses face in achieving sustainable revenue growth. – Sherwin Uretsky
Enable Change in the Revenue Organization
Apply proven program management processes and recognize that all changes in organizations require the right change process and traction. Define clear goals, the right governance, workstreams, program structures, resources, and activities needed for a successful outcome. – Riaz Adamjee
