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.
Buyers 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 in different sequences and in unstructured and unpredictable ways.
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.
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.
Accelerated, predictable and sustainable revenue growth requires alignment around an architecture for marketing and sales and a commitment from the senior team. Coordination for buyer engagement across the full-funnel is vital. A realistic evaluation of capabilities and alignment on revenue strategies is the first step in building a revenue organization to capture customer value.
A $10M B2B tech company is looking to get to the next level of accelerated, predictable and sustainable revenue growth. The company has been in business for over 10 years, offering a variety of managed services, support services and applications to support IT Infrastructure requirements. They have about 350 active clients that contribute to the companies ARR revenue base. The customer base is loyal with low attrition and there remains good demand for additional services resulting in a continuous pipeline for “up-sell”.
Face it. Most of the sales methodologies from the 80’s are tired. They do not address what growth companies need today. Growth companies need to shift from using a sales methodology to using a revenue methodology.
- The Pan Mass Challenge
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- Vermont Council on Rural Development
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