There is a spectrum of selling from “brains for hire” to “commodity product”. “Brains for hire” requires the “seller-doer” model where the selling professional has both subject matter expertise and services delivery expertise. A typical example of this is the consulting partner at a management consulting firm. Solution selling is in the middle of this spectrum and requires consultative selling, yet not necessarily a “seller-doer” model. In this post, we explore 10 attributes of services and solution selling.
A Revenue Architecture is a process for accelerating revenue growth.
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. “Revenue Architecture” is the process and product of planning, designing and constructing the capabilities for sustainable revenue performance. A Revenue Architecture helps businesses of any size align marketing and sales and engage the market to generate demand and convert sales.
- Strategy: Defining the innovative strategies and prioritized initiatives that will help you differentiate in the market.
- Systems: The integrated platform of brand, channels, people, process and technology forming your revenue engine.
- Programs: Creative and predictive marketing and sales campaigns that engage audience, drive demand and convert sales.
A world class Revenue Architecture is defined by leading practices across 30 dimensions. We developed a diagnostic tool called Revenue Grader to help business owners and revenue leaders sell-assess their capabilities and prioritize focus.
The promise of Account Based Marketing (ABM) is to increase sales success by coordinating marketing and sales efforts for target accounts. The ABM concept is a departure from mass marketing that casts wide nets with generic messages. Instead, with ABM, marketing tailors messages to each targeted prospect account, making marketing activities more efficient to help sales close more business. More tailored experiences mean relevant information for each account and a greater likelihood that potential buyers find the information they’re looking for, speed through the initial stages of the buying cycle, and become ready to be contacted, nurtured, and converted.
For B2B companies with niche offerings and finite lists of target accounts, Account Based Marketing makes sense. Typically, for these companies, the target market is smaller, sales opportunities are larger, the sales cycle is longer, and the number of decision makers and influencers are more than a few individuals. Also, companies in niche markets may have few clients, so nurturing opportunities and expanding the client relationships is a how they grow. With a small number of ideal accounts to go after, marketing can work directly with sales using a targeted, laser-focused approach.
Whether companies are in a niche or not, or whether the goal is to acquire new clients, grow existing ones, or both, an ABM Revenue Strategy is needed.
- The Pan Mass Challenge
- Best Buddies Challenge
- Vermont Council on Rural Development
- Greensboro Association