The focus for Revenue Operations is aligning and optimizing revenue-generating functions to achieve business objectives. This strategic function helps align and optimize the activities of sales, marketing, and customer success teams to drive revenue growth.
Revenue comes from one place – the customer. Too often, companies don’t fully consider the complete revenue picture when pursuing their revenue growth strategy. This post reinforces the importance of taking an end-to-end customer lifecycle and full-funnel perspective to create and optimize a comprehensive revenue architecture.
Creating Logical Pathways™: How to build a clear engagement path via content – to advance buyers and increase conversion through the buy cycle by 300% or more!
It’s crucial to buyer advancement and conversion to seed content in logical, sequential parts of your buyers’ UX (user/visitor experience) by using your various digital assets/properties. It allows you to use “guided selling” techniques to capture additional depth of understanding via progressive profiling. One good content asset deserves an even better one, and then an even better one after that.
Or…to put it another way: By providing increasingly attractive incentives on each successive page of your digital properties (website, registration, thank you or landing pages, etc.), you’ll be able to focus prospect behavior and streamline data capture. It works very simply: upon their registration for an initial asset for which you ask for only minimal information, pull prospective buyers further into their journey with an even stronger content offer of higher perceived value — provided, of course, that they take the “next step” you’ve guided them towards.
See for yourself how this is a powerful tool for engaging prospects and collecting essential information about their companies, current situation, challenges, pain points, needs, and stage in the buying process. The value in monitoring and analyzing their digital body language is vital.
It’s all about leaving breadcrumbs along the conversion path you want your prospective buyers to follow. And always, define calls-to-action everywhere (social media, blog posts, landing pages, on your website, in automated lead nurturing e-mails, via links within all types of content assets such as eBooks, guides, etc.). What do you want the buyer who consumes content to do next? (Below is just one simple example of the practical application of this principle.)
What questions are buyers trying to answer at the early and middle stages of their buying process?
Your content should help specific audiences (i.e., Engagement Personas™) answer questions like, “do I have a problem?” or “do I have THIS problem?” and “how should I solve it?” You’re attempting to surface pain-in-the-present and demand long before the conversation shifts to what solution is best. Your solution is obviously the best, but TRUST is what makes it obvious to a discerning buyer.
To that end, one of the most valuable aspects of Engagement Personas™ when they’re constructed effectively, is to anticipate and answer the questions a buyer would ask at each step of the process. If you have content that answers them in a way that’s relevant to the specific prospective buyer, fantastic. If you don’t, then that’s where you start. The other suggestion for enabling Engagement Personas™ to drive strategy is to develop engagement scenarios.
We published an e-book series that describes the 9 Principles of Effective Buyer Engagement. These principles serve as a practitioner’s guide to increasing leads, conversions, pipeline velocity, and revenue impact.
Volume: Generate “Top-of-the-Funnel” Visits & Inquiries
Value: Get Better Qualified Inquiries
Velocity: Increase Conversion Rates
Revenue: Optimize Engagement for Revenue Impact.
Get a copy of your e-book here.
A typical priority in revenue growth transformation and Revenue Architecture design is getting to the next level of Demand Generation and Buyer Engagement effectiveness. Quite often, companies come to us with what they perceive as a “marketing execution” issue. When we dig a little deeper in a Diagnostic, it often becomes clear that while there are always improvement opportunity in the mechanics of marketing execution, core issues often revolve around a broader view of buyer engagement strategy.
For better demand generation performance, it is helpful to validate your buyer engagement strategy by answering these 3 central questions and following these 9 best practices:
These are words every marketer should tattoo on their foreheads:
“It’s not about us – it’s about them.”
Too often, those of us in marketing reach out to the market by touting our companies’ capabilities. In other words, we talk about ourselves – what we do, how we do it, why we’re better at it than our competitors. But just because we do it doesn’t make it effective. In fact, we all stand to benefit by recognizing that the best marketing isn’t about us; instead, it’s about our prospects’ needs and pain points.
By looking resolutely at everything from our prospects’ point-of-view, we put ourselves in a better position to accomplish our goals.
What does this mean?
It means understanding where our prospects are in their buyer journey and communicating with them in a human way. We need to deliver content and messaging through coordinated campaigns that focus on their most urgent, visible problems. “Urgent” suggests that the need is important and immediate; “visible” assumes it’s close to the surface or can be raised through provocative messages.
Unfortunately, marketers too often neglect it in favor of self-centered messaging.
It’s easy to get caught up in inflated rhetoric that actually may be irrelevant to the typical advisor with specific, tactical problems to solve. This person simply doesn’t have the time or inclination to think in terms of grandiose concepts—not when they’re facing the pressure of addressing such challenges as their need to:
Not only do you need to show how you offer valuable insights that can help advisors address these challenges. You also need to demonstrate conclusively why it’s in their best interests to engage with your company in particular.
Your content and messaging needs to focus on getting your prospect to engage – download, register, view a video or Webinar or otherwise raise his or her hand.
Relevancy is all-important here. Give your target audience information they judge to be less than pertinent to them, and they’ll quickly close their browser tabs. But give them a compelling reason to engage by making them an offer of content that promises useful insights on the business problems being solved, and you’ll be able to effectively move them to the next stage in their buy cycle.
Again, don’t lose sight of the singular objective of your efforts – generating inquiries and sustaining interest throughout the buying process. That’s how you’ll convert them to the point of sale-readiness. Continuously motivate them to take the next step, with as much content as is required to whet their appetites and keep them hungry for more.
Trying to persuade? Just answer the questions advisors are asking.
Understand what advisors are asking at each stage of their journey. And remember, prospective buyers’ questions are not linear. Rather, they can come in virtually any order.
A good rule of thumb is simply to assume that the questions will probably be associated with the pains and challenges your prospects face.
What better opportunity for you to provide worthwhile solutions?
Qualification requires a more collaborative approach. Deal Qualification should not be considered as a moment in time, rather it happens thorough buyer engagement process and across the end-to-end marketing and sales funnel. Qualification is based on a body of knowledge and insights gained through prospect engagement along the buyer journey.
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We left transactional sales behind in the 90s. With recurring business models like ‘as-a-service’, we need to rethink the “sales process” from the traditional vertical funnel to a bow tie funnel that recognizes the role of the post-sale customer execution in revenue realization. We need a full-funnel approach. Predictable, sustainable, and accelerated revenue performance relies increasingly on the customer realizing benefits and impacts from a product or service.
The Financial Advisor SMART BOOK™ outlines the Revenue Architecture Methodology that financial advisors can use to add structure and predictability to their revenue engine. We introduce nine steps and advisor-specific marketing and sales strategies that are helping advisors capture client value.
The comprehensive guide helps independent financial advisors build a strategy-led, systematic growth program with 9 proven strategies. The goal is to help advisors:
Having a vision and game plan for growth is essential for financial advisors to thrive in a challenging marketplace. The Smart Book™ outlines how you can achieve more predictable and sustainable revenue growth by establishing a Revenue Architecture that fits your firm. The key is to commit to a systematic sales and marketing process by following the 9 proven strategies to guide your approach.
Financial advisors are an amazingly difficult prospect to engage. They are incredibly busy and already have a wealth of resources available to them; in fact, it may be fair to ask if they even need to engage with wholesalers? That’s why we say the best way to convert financial advisors to customers is to build your marketing automation program around them.
Before focusing on key strategies, Sales and Marketing must have defined a set of engagement personas and customer segments. Marketing has worked with personas for at least a decade, but only since the advent of marketing automation software have engagement personas become empowered and brought to life.
While it may take several iterations to get lead scoring and grading optimized, the process should be fruitful for Sales and Marketing. It crystallizes Marketing and Sales perspectives around which advisors are most profitable and which digital behaviors are believed to be most relevant to a sale. Some marketing automation vendors have one score that represents profitability and interest. However, being able to separate advisor behaviors from profitability factors simplifies discussions by clarifying customer segments by profitability as seen in the above graphic. As an example, Pardot applies a numerical value for an advisor’s lead score and a letter grade (A-F) for an advisor’s expected profitability.
A go-to-market model is based on your business model and your target audience of personas. It helps you envision the best ways to access your ideal clients. Yet, in addition to understanding how you might best access your particular target client segment, you should consider what is best for you and your firm. For example, what volumes do you need? How comfortable are you with outbound prospecting? To what degree are you comfortable using social media or digital marketing?
Begin by determining how to access your ideal clients.
A. Determine your territories or market focus as a team – who will focus on which prospects or segments.
B. Identify referral partners (asset management relationships, custodians, referral networks, COIs, etc.)
C. Identify marketplaces or communities that may be relevant (e.g., FeeOnlyNetwork, Investopedia, NAPFA, FPA Planner, Zoe Financial, SmartAsset, and others)
D. Identify touch points should might based on the audience, e.g. inbound and outbound marketing, PR/media outreach, advertising, re-marketing, high-value content, and thought leadership, webinars.
E. Identify social and other media channels you might use to reach prospective clients (Google or Facebook Advertising, LinkedIn Sponsored posts, etc., radio, print), media/PR, content/thought leadership publishing/syndication, speaking, charitable activity, e-mail, apps such as a retirement readiness quiz, webinars).
F. Consider what capabilities you will need to support your go-to-market strategy, including web channels, collateral, technologies, processes, skills, and measurement/monitoring.
G. Align your team around the go-to-market model and high-level campaign strategies, ensuring buy-in and supporting execution commitment.
Target selectively:
Explore all 9 strategies for growth by downloading the Financial Advisor SMART BOOK™.