The shift from the transactional sales we left behind in the 90s to today’s increasingly recurring business models like ‘as-a-service’, requires a shift in thinking about “sales process” design and the traditional vertical funnel. Today, we need a Full-funnel Revenue Architecture – a horizontal bow tie funnel that places appropriate emphasis on post sales customer […]
The universe of markets and buyers are incredibly diverse and your decisions about where and whom to target can make or break your revenue performance. A company can’t be all things to all buyers in all markets. As the competitive landscape is always changing, with more players vying for prospects’ time and attention, it is vital to select markets where you can effectively compete and win then continuously segment to isolate specific audiences to engage at the right time and right place with the right message.
Envision the best ways to access your particular market segments and ideal clients. In the Financial Advisor SMART BOOK™. we outline a strategy-led, systematic growth program with 9 proven strategies. The goal is to help advisors: Increase Volume: Generate More Visits & Inquiries Increase Client Value: Get Better Qualified Inquiries Increase Velocity: Increase Conversion Rates Increase AUM and Revenue: Optimize […]
Enterprise funnel math exercises help align marketing and sales teams by zeroing in on critical funnel metrics like Sales and Marketing Qualified Inquiries (e.g. MQI) and Marketing and Sales Qualified Leads (MQL and SQL). An enterprise funnel math models can help identify the mix of tactics for for different funnel characteristics.
Buyers are in control. They want an efficient, effective, quality buying experience. They don’t consider whether their experience is “marketing-generated” or “sales-generated”. They choose if they want to engage with your web content, 3rd party digital outposts or marketplaces or with your sales people. They most likely will interact with all of these and in different sequences and in unstructured and unpredictable ways. Your buyer engagement efforts take place all along the buyer journey and to deliver the experiences buyers expect and maximize your revenue impact, you need an integrated marketing and sales process.
We have written a few articles about collaborative qualification and how to select and apply the right sales qualification tools – including SCOTSMAN and BANT. These tools are quite familiar to B2B sales and teams that focused on a considered sale. Yet, we see some challenges:
So what is the right approach to sales qualification? We suggest a collaborative approach using FACT.
Written with contributions from Ed Funaro As growth focused companies realize the critical synergies required across the marketing, sales and customer success functions, they are increasingly recruiting a Chief Revenue Officer (CRO) to lead the way. Yet many CROs fail without a properly defined role and an adequate onboarding process. It is vital to ensure […]
What we do as a firm is highly consistent with the role of “Chief Revenue Officer” (CRO). Over the last 10 years, the CRO role has emerged as a critical hire. Companies recognize the need for a single revenue focus and an integrated approach to marketing and sales which is embodied in the CRO role. The CRO combines traditional responsibilities of the VP of Sales and the Chief Marketing Officer. This member of the senior team oversees the entire revenue value chain and is responsible for the firm’s go-to-market strategies and revenue performance.
Professional selling is senior selling. It may be a seller-doer model, as in consulting, or an expert-driven sales model for high value products and services. Professional selling is not about directing a junior team of salespeople, it is about senior people doing the selling – establishing their personal brand, actively building a network and engaging […]
Accelerated, predictable, and sustainable revenue growth requires a company-wide commitment. When developing a marketing plan, consider these questions. These can help you develop your Revenue Architecture and expand your revenue performance potential.
The 9 dimensions take a broad view of revenue growth dimensions and help you focus your sales and marketing planning.