B2B Marketing and Sales Archives

Aligning Your Revenue Architecture with New Offerings: A Critical Step for B2B Growth Companies

B2B Marketing and Sales, Revenue Architecture

Alignment of your Revenue Architecture with New Commercialized Offerings

You are a Small Biz. You’ve built a great product and achieved early success with a handful of customers. Congratulations!

You have an existing Revenue Architecture, although it may be early in its maturity. Revenue Architecture encompasses all the activities for generating predictable and growing revenues for B2B growth. Example processes that support are:

Distribution: Establishing the right distribution channels to reach your target customers (e.g., direct sales, partnerships, online platforms).
Marketing: Generating awareness, building your brand, driving demand, and developing a comprehensive marketing strategy.
Sales Enablement: Equipping your sales team with the tools, strategies and processes to convert leads into customers.
Customer Success: Providing ongoing support to ensure customer satisfaction, retention, and expansion, utilizing customer relationship management (CRM).

January 21, 2025/by Sherwin Uretsky

Unlocking the Power of Content: A Roadmap for High-Consideration Sales

Content Marketing: A Cornerstone for Complex Product and Service Sales

Content marketing is a crucial strategy for businesses selling complex products and services. By providing valuable information and insights at various stages of the buyer’s journey, content can significantly enhance your marketing and sales efforts, driving revenue growth and building customer loyalty. But how do you compete with content today?

October 17, 2024/0 Comments/by John Stone

Account-based Marketing

Account-Based Marketing, B2B Marketing and Sales, Closed-loop Marketing, Demand Generation, Marketing Automation, Measurement and Analytics, Revenue Growth, Revenue Programs, Sales Enablement

Account-Based Marketing (ABM) is a strategic approach that aligns marketing and sales teams to target specific high-value accounts and drive revenue growth. By orchestrating coordinated campaigns across multiple channels, ABM enables businesses to build stronger relationships, increase customer engagement, and improve sales efficiency. Stop using “Marketing-generated” with ABM. ABM is a team effort between marketing and sales.

September 17, 2024/0 Comments/by John Stone

Strategic Account Management – Health vs Hygiene

Account-Based Marketing, B2B Marketing and Sales, Revenue Architecture, Revenue Growth, Sales Effectiveness, Sales Excellence, Strategic Account Management

How do you know if your strategic account management is healthy? Too often, we fail to measure the critical success factors.

Expanding existing satisfied accounts is much easier than selling to new customers who don’t know us. It is vital that we optimize strategic account management. Successful account managers contribute to revenue in three primary ways:

June 27, 2024/by Sherwin Uretsky

Wait Right There. I’ll Bring in the Real Salesperson.

B2B Marketing and Sales, Chief Revenue Officer, Revenue Growth, Sales Effectiveness, Sales Excellence

Is your sales team the “real” sellers of your product or service? We are habituated to having a group we call our sales team. We hold them accountable for revenue, give them a quota, and provide them with a target account list. However, depending on the requirements of your sale, the sales salesperson may only have modest influence and control of the sale. Members of the consulting team or content experts may be the “real salesperson(s)”. This issue is common in complex, high-consideration, and consultative sales. It is vital to align the sales roles in consultative and complex sales.

May 16, 2024/by Sherwin Uretsky

I’ll Pretend I’m Selling, If You Pretend You’re Buying

B2B Marketing and Sales, Buyer Engagement, Chief Revenue Officer, Revenue Growth, Sales Effectiveness, Sales Excellence

In my four decades in sales leadership at both large enterprises and early-stage growth companies, and in my subsequent consulting & sales advisory practice, I have witnessed and resolved many poor sales practices. If sales leaders do not diagnose and correct these Deadly Sins of Selling, then accelerated and predictable sales outcomes will be in jeopardy. I recount these sins with amusement since they also tell us something about human nature and how that factors into successful selling practices. Individual sellers, their sales managers, sales trainers, and sales coaches can all benefit from being on alert to these common sins.

April 15, 2024/0 Comments/by Sherwin Uretsky

The Essence of RevOps and its Role in Driving Business Growth

B2B Marketing and Sales, Chief Revenue Officer, Revenue Architecture, Revenue Growth, Revenue Systems

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.

April 7, 2024/by John Stone

Toward World-Class Buyer Engagement

Account-Based Marketing, B2B Marketing and Sales, Buyer Engagement, Content Marketing, Inbound Marketing, Revenue Growth

We believe that businesses need an enduring and well-constructed approach to capturing customer value. They need a Revenue Architecture that delivers world-class buyer engagement. Buyer Engagement is the universal approach to delivering the right experiences and messages at the right time to the right buyers. Buyer Engagement is about prospect care and building meaningful relationships with buyers – with an equitable exchange of value – that translates into predictable and sustainable revenue growth. Buyer Engagement happens across the organization and across marketing, sales and service.

January 12, 2024/0 Comments/by John Stone

The Flywheel Effect in Customer Lifecycle Marketing Sales and Service

B2B Marketing and Sales, Buyer Engagement, Revenue Architecture, 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.

March 23, 2023/0 Comments/by John Stone

9 Best Practices for Demand Generation and Buyer Engagement

B2B Marketing and Sales, Buyer Engagement, Content Marketing, Demand Generation, Inbound Marketing, Revenue Architecture, Revenue Growth, Revenue Marketing, Revenue Strategy, Sales Enablement

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:

March 21, 2022/0 Comments/by John Stone

Aligning Your Revenue Architecture with New Offerings: A Critical Step for B2B Growth Companies

Alignment of your Revenue Architecture with New Commercialized Offerings

Unlocking the Power of Content: A Roadmap for High-Consideration Sales

Account-based Marketing

Strategic Account Management – Health vs Hygiene

Wait Right There. I’ll Bring in the Real Salesperson.

I’ll Pretend I’m Selling, If You Pretend You’re Buying

The Essence of RevOps and its Role in Driving Business Growth

Toward World-Class Buyer Engagement

The Flywheel Effect in Customer Lifecycle Marketing Sales and Service

9 Best Practices for Demand Generation and Buyer Engagement

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