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 […]
Revenue Architecture helps advisors capture client value. Step 1 of 9 is to Define Ideal Clients and Market Segments.
Financial advisors are an amazingly difficult prospect to engage. Why the best way to convert financial advisors to customers is to build your marketing automation program around them.
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 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, […]
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).
Buyers want an efficient, effective, quality buying experience. They don’t consider whether their experience is “marketing-generated” or “sales-generated”.
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.
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 […]
There are many different perspectives and philosophies on persona development. This makes sense, as they’re the most critical element of creating messaging and informing Message Maps™…then identifying and developing content aligned with the buy cycle…and ultimately validating the various components of a true buyer engagement strategy.