Fixing the B2B Revenue Engine: Marketing and Sales Must be Joined at the Hip in 2009

Navigating the New Economic Reality

It is 2009, and business leaders are operating under unprecedented scrutiny. With the global economic downturn, the “usual” levers for growth are sticking. Most firms respond by putting harder metrics on the sales team—forcing the issue to “make sales happen.” But at Revenue Architects, we believe the real opportunity lies in looking more broadly. It is time to connect the fragmented pieces of the front office into a cohesive Revenue Architecture.

The Blurred Line: New Media and the Digital Outpost

The advent of “New Media”—from SEO to the early frontiers of Social Media—has changed the rules. Marketing and sales can no longer exist as silos; they must be joined at the hip. Organizations need to stop thinking about one-off campaigns and start thinking about continuous conversion strategies. We are seeing a shift where high-performing organizations use digital marketing platforms to drive end-to-end awareness, nurture opportunities, and close business.

The Elements of a High-Performing Revenue Machine

To make your revenue model work in this environment, you must coordinate the complete value chain from awareness to closed deals. Here are the pillars of the Revenue Architecture model we are deploying with clients today:

I. Setting and Communicating Clear Strategy

• Differentiated Positioning: Identifying exactly how you stand out in a crowded, cautious market.
• Durable Segments: Organizing your target market into groups that can weather the current economy.
• Tailored Offers: Moving away from “one size fits all” to segment-specific messaging.
• GTM Alignment: Ensuring your resources are aligned to the highest-probability opportunities.

II. Driving Visibility and Awareness

• The Media Mix: Creating a brand identity using the right blend of traditional and “New Media.”
• Digital Outposts: Becoming visible where your buyers are researching—on the web and in emerging social media outposts.
• The Value Exchange: Providing value to your audience at each stage of the buy-sell process, not just at the point of sale.

III. Engaging Across the Funnel

Success requires working all the channels—web, events, blogs, and digital video—to nurture prospects. Key focus areas include:

• Sales Force Effectiveness: Ensuring your team has the product knowledge and skills to navigate complex, high-consideration sales.
• 3C Expansion: Increasing share of wallet with existing clients through Continuations, Crop Rotations, and Colonizations.
• Customer Evangelism: Using your most satisfied clients to help articulate your value to a skeptical market.
• Closing the Back Door: Delivering excellence to ensure client satisfaction remains high while you bring new business in the front door.

The Path Forward

In 2009, revenue isn’t just a sales goal; it’s an architectural challenge. By coordinating marketing and sales into a single, fluid process, you build a sustainable engine that can withstand the current storm. It is time to stop guessing and start building.

Is your revenue architecture ready for the recovery? Contact Revenue Architects to discuss how we can help join your marketing and sales at the hip.