Independent Advisors need a strategy-led, systematic growth program.
The Financial Advisor SMART BOOK™outlines the Revenue Architecture Methodology that financial advisors can use to add greater structure and predictability in their revenue engine. We introduce nine steps and advisor-specific marketing and sales strategies that are helping advisors capture client value.
The comprehensive guide helps independent financial advisors build a strategy-led, systematic growth program with 9 proven strategies. The goal is to help advisors:
Increase Volume: Generate More Visits & Inquiries
Increase Client Value: Get Better Qualified Inquiries
Increase Velocity: Increase your Conversion Rate
Increase AUM and Revenue: Optimize Engagement for AUM growth and Revenue Impact.
Having a vision and game plan for growth is important for financial advisors to thrive in a challenging marketplace. The Smart Book™ outlines how you can achieve more predictable and sustainable revenue growth by establishing a Revenue Architecture that fits your firm. The key is to commit to a systematic sales and marketing process by following the 9 proven strategies to guide your approach.
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 company can’t be all things to all buyers in all markets. As the competitive landscape is always changing, with more players vying for prospects’ time and attention, it is vital to select markets where you can effectively compete and win then continuously segment the market to isolate specific audiences to engage at the right time and right place with the right message.
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).
An enterprise funnel math model can help you identify the mix of tactics for for different funnel characteristics. For example, a sales-driven funnel might be designed with sales-led prospection activities and ABM tactics. A high volume lead gen funnel might be driven by Inbound Marketing or Paid SEM. Each funnel will have its own “DNA” and can be modeled top to bottom across deal stages to inform go-to-market strategies and budgeting.
Defining Your Funnels
A simple spreadsheet can help you produce a flexible working model that can be tailored to each company. To make it work, it is important to identify the right funnels or segments. The more granular your funnels are, the more accurate the funnel model will be – but too many funnels will add complexity. So, we typically identify 4-8 segments that represent distinct marketing and sales motions. Select segment that have a distinctive “funnel DNA” – not necessarily a P&L, or a geography segment. Often a funnel is centered around a product or service offering. Funnels can always be rolled up into geos, or P&Ls.
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.
https://revenuearchitects.com/wp-content/uploads/2019/10/shutterstock_1084312901.png5001200John Stonehttps://www.revenuearchitects.com/wp-content/uploads/2013/08/RA_logo-300x137.pngJohn Stone2020-12-21 10:27:232021-12-24 20:21:49Integrated Marketing and Sales Process
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. Yet, we see some challenges:
As clients are self-selling on websites, they will pre-qualify (assuming they find buying content on the website). This changes the role of sales-led qualification.
BANT is a proven model, but the focus is on qualification from the seller perspective, it works better to qualify OUT the opportunity rather than qualify IN the opportunity. It does not help build a collaborative relationship with the client. It is confrontational.
SCOTSMAN is another great model as it offers a nuanced approach, but it is hard to remember each of the elements in the mnemonic on the fly. Sales reps may need to pull out a cheat sheet which can be difficult in the heat of the moment. ( See our other post on BANT and Scotsman to learn more. )
So what is the right approach to sales qualification? We suggest a collaborative approach using FACT.
https://revenuearchitects.com/wp-content/uploads/2014/10/shutterstock_1030959718.png10002000John Stonehttps://www.revenuearchitects.com/wp-content/uploads/2013/08/RA_logo-300x137.pngJohn Stone2020-10-24 15:55:352021-12-24 20:20:55Sales Qualification Tools using FACT instead of BANT and SCOTSMAN
Financial Advisor Revenue Strategy
Financial Advisors, Revenue Architecture, Revenue GrowthIndependent Advisors need a strategy-led, systematic growth program.
The Financial Advisor SMART BOOK™outlines the Revenue Architecture Methodology that financial advisors can use to add greater structure and predictability in their revenue engine. We introduce nine steps and advisor-specific marketing and sales strategies that are helping advisors capture client value.
The comprehensive guide helps independent financial advisors build a strategy-led, systematic growth program with 9 proven strategies. The goal is to help advisors:
Having a vision and game plan for growth is important for financial advisors to thrive in a challenging marketplace. The Smart Book™ outlines how you can achieve more predictable and sustainable revenue growth by establishing a Revenue Architecture that fits your firm. The key is to commit to a systematic sales and marketing process by following the 9 proven strategies to guide your approach.
Read more
Market Segmentation: Select Markets and Isolate Audience for Engagement
Account Based Marketing, B2B, Revenue Growth, Revenue Marketing, Revenue StrategyThe 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 company can’t be all things to all buyers in all markets. As the competitive landscape is always changing, with more players vying for prospects’ time and attention, it is vital to select markets where you can effectively compete and win then continuously segment the market to isolate specific audiences to engage at the right time and right place with the right message.
Read more
Financial Advisor Go-to-Market Model
Financial Advisors, Revenue ArchitectureEnvision 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:
Read more
Enterprise Funnel Math
Account Based Marketing, B2B, Chief Revenue Officer, Revenue Architecture, Revenue GrowthEnterprise 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).
An enterprise funnel math model can help you identify the mix of tactics for for different funnel characteristics. For example, a sales-driven funnel might be designed with sales-led prospection activities and ABM tactics. A high volume lead gen funnel might be driven by Inbound Marketing or Paid SEM. Each funnel will have its own “DNA” and can be modeled top to bottom across deal stages to inform go-to-market strategies and budgeting.
Defining Your Funnels
A simple spreadsheet can help you produce a flexible working model that can be tailored to each company. To make it work, it is important to identify the right funnels or segments. The more granular your funnels are, the more accurate the funnel model will be – but too many funnels will add complexity. So, we typically identify 4-8 segments that represent distinct marketing and sales motions. Select segment that have a distinctive “funnel DNA” – not necessarily a P&L, or a geography segment. Often a funnel is centered around a product or service offering. Funnels can always be rolled up into geos, or P&Ls.
We develop Funnel Math Models with several tabs:
Read more
Integrated Marketing and Sales Process
Account Based Marketing, B2B, Chief Revenue Officer, Closed loop Marketing, Inbound Marketing, Marketing Automation, Methodology, Revenue Architecture, Revenue Systems, Sales Enablement, Sales ExcellenceBuyers 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.
Read more
Sales Qualification Tools using FACT instead of BANT and SCOTSMAN
B2B, Revenue Growth, Revenue Programs, Revenue Systems, Sales Enablement, Sales ExcellencePost originally published in 2014
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. Yet, we see some challenges:
So what is the right approach to sales qualification? We suggest a collaborative approach using FACT.
Read more