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Build, Measure, Refine, Repeat: How to Maximize Advisor Engagement
Buyer Engagement, Demand Generation, Revenue Architecture, Revenue StrategyHave you Calibrated Metrics-Driven Advisor Engagement?
To engage advisors, you are using various communications tools/media channels roughly based on their ability to help you target your audience, but you may not have a good feel for their effectiveness. And perhaps there isn’t a cadence to your ‘touches’, that is, a systematic communications plan with some frequency to maximize impact. Further, you may not have a feel for your Revenue Funnel and budgets.
This is an indication that you have not:
Metrics-Driven Methodology
To build a metrics-driven advisor engagement strategy, the first step is to connect your business model / budgets with your goals. The next step is to build a good understanding of your Key Performance Indicators (KPIs) or measurable values that will show the progress of your business goals. Examples include:
Second, create a high-impact, results-focused marketing plan, choosing tools and media channels in the context of:
It’s advisable to test and recalibrate your plan and media mix over time. Testing will help to determine the optimal number of impressions or touch points that should be factored into your plan before you begin to see significantly diminishing returns. Testing is also essential to understanding what tactics, messages, content, formats and media are most effective AND cost-efficient.
Start small by using a few key metrics that are easy to track using your marketing automation / CRM; then build from there, ultimately incorporating predictive and other data-driven business intelligence.
Revenue Funnel Metrics
To give your plan a real litmus test, consider reverse engineering your Revenue Funnel and do the “funnel math”: From impressions and leads created at the top-of-funnel all the way through to revenue and ROI at the bottom-of-funnel.
At a high level, there are three steps:
Taking the Revenue Funnel Metrics approach further, consider the alignment and integration of your Marketing and Sales teams in a ‘closed-loop’ revenue architecture (See related post.) Optimally marketing / sales will:
Bottom line: a closed-loop revenue architecture and metrics-driven methodology will help you measure and optimize a high performance advisor engagement strategy.
Download a copy of the Buyer Engagement eBook: “Exposed: The False Promises of Revenue Marketing”
Have Something to Say, and Say it Well
Brand Presence, Content Marketing, Sales Enablement, Sales ExcellencePersuasive Communications Enhances Sales and Marketing
Persuasive Communications helps you communicate more effectively and deliver your message in a logical and persuasive manner. A very useful framework for communicating and persuasive arguments is S-C-Q-A. At Revenue Architects, when discussing a client presentation, we often ask each other, “What is the S-C-Q-A? ”.
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Sherwin’s 10 Deadly Sins of Sales
B2B Marketing and Sales, Revenue Growth, Sales Enablement, Sales ExcellenceDuring my three decades in sales leadership roles at large enterprises, early-stage growth companies, and my management consulting practice, I have witnessed and corrected many bad sales practices. These practices, if not course-corrected, would lead to zero sales. When they numbered an even ten, they became Sherwin’s 10 Deadly Sins of Sales. Out of the office with senior executives, I would recount them to their great amusement.
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Revenue Growth Architecture
B2B Marketing and Sales, Revenue Growth, Revenue Marketing, Revenue StrategyAccelerated, 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”.
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Criteria for Objective Software and Solution Selection
Revenue Architecture, Revenue Growth, Revenue Systems, Technology & WebsitesOriginally published in 2013
An effective revenue architecture takes advantage of a range of leading marketing automation and sales enablement technology solutions. Cloud solutions make some traditional evaluation factors – like technology infrastructure management and application maintenance – less important in selection, yet functional and vendor considerations remain critical. It is easy to instantly provision cloud solutions and free trial offers often lead to snap decisions. However, a lot of operational disruptions occur from the selecting the wrong solution. Despite being easy to turn on and off from a technical and economic standpoint, the operational impact to a business from migration of data along with organizational disruptions is significant.
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Measuring Total Addressable Market – TAM and Active TAM
B2B Marketing and Sales, Buyer Engagement, Revenue StrategyThe first dimension in constructing a Revenue Architecture is Markets and Buyers. The output includes the identification of the Total Addressable Market (TAM).
Once we have made a market selection – considering market strengths and weaknesses, offering portfolio and a range of competitive and market forces, we can measure TAM. TAM works particularly well in B2B and account-based marketing, but it is useful as well in B2C. Here are some ways we think about TAM linked to S.M.A.R.T goals and as input for funnel analysis and segmentation for targeted buyer engagement.
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