Revenue only comes from one place – the customer. Too often, companies don’t fully consider the complete revenue picture when pursuing their revenue growth agenda. 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. The following diagram is an example of a […]
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, it is often clear that while there can always be improvements in the mechanics of marketing execution, the core issues revolve around three key questions. If you are looking to improve lead generation and lead nurture, you may want to focus on the core principles of buyer engagement.
For some of our most strategic accounts over the years, we always took the time to develop a robust account plan. One of the fun and rewarding features of these account plans was the “wine glass” analysis.
This article is periodically updated. It was originally published in 2013. Your LinkedIn profile is an outpost for your personal brand. For many, it takes the place of a website. It is a landing page you can manage and share your professional background, positions, experiences and achievements. A LinkedIn profile often takes the place of […]
The cost of a website is a bit like the cost of a car. You can spend $5,000 for a ‘get around town’ car, $75,000 for a luxury vehicle, or millions for a transportation fleet! With today’s open-source platforms like WordPress and with a vast array of design templates, a business can deploy a professional […]
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.
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 […]
Follow the nine steps of the 2020 Financial Advisor SMART BOOK™ for advisor-specific marketing and sales strategies that are helping advisors capture client value. Step 1 of 9 is to Define Ideal Clients and Market Segments
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.
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: Volume: Generate More Visits & Inquiries Velocity: Accelerate the Process Value: Grow AUM growth and Revenue.