Revenue Architecture Design

A revenue architecture is a customized approach to customer acquisition. It describes the strategies, systems and programs needed to optimize the customer acquisition model.  A company will typically have multiple revenue architectures to execute different buyer engagement programs across different product/ service / market segments.

When designing a revenue architecture, we align business architecture with revenue architecture and consider a range of market segment  and buyer context dynamics.

Business Goals

  • Revenue vision (position (rank, size), markets, geographies, SMART goals)
  • Product or service type (consulting, services, mix, solution, complexity)
  • Pricing model (fixed, negotiated, freemium, recurring)
  • Go-to-market model (channels, organization, skills, marketplaces.

Market and Segments

  • Target segments (addressable market, b2b vs. b2c, direct vs. indirect, influencer)
  • Market size (mass market, segments, 1:1)
  • Ideal client profile (size, current products, demographics, personas, geos..)
  • Market share (awareness, dominant, emerging)
  • Market category (existing market, new category)
  • Competitive model (differentiation, sustainability)

Buyer Context

  • Buyer model (individual vs. committee decision making unit (DMU), influencers)
  • Buying stages (awareness, consideration, decision)
  • Buying timeline (transaction, short, long)
  • Buying style (emotional, analytical,high consideration, ROI-driven)
  • Buyer intents (learn, compare, transact)
  • Buyer context (channels, devices, environment)