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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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The Problem with Today’s Sales Methodologies
B2B Marketing and Sales, Buyer Engagement, Closed-loop Marketing, Revenue Growth, Sales ExcellenceFace 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.
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Financial Advisor Smart Book: Revenue Technology Platform
Financial Advisor Marketing, Revenue Architecture, Revenue Growth, Revenue Systems, Technology & WebsitesBuild a technology platform to support your go-to-market strategy.
We recently published an enhanced edition of the Financial Advisor SMART BOOK™. This resource is a comprehensive guide to help independent financial advisors build an ‘independent difference,’ that is, a strategy-led, systematic growth program with 9 proven strategies. The goal is to help advisors:
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Selecting Marketing Automation and CRM Solutions
B2B Marketing and Sales, CRM, Marketing Automation, Revenue Growth, Revenue Systems, Technology & WebsitesConsider Revenue Architecture When Selecting Your Tech Stack
Face it, buyers don’t care whether they are interacting with your marketing or your sales organization, they follow their buying process – often in an unstructured and unpredictable way. They self-sell on the web, research with influencers, and engage 1:1 with salespeople. An effective buyer experience across a dynamic buyer’s lifecycle requires that your revenue architecture is designed with a coordinated closed-loop process supported by an integrated technology stack.
We read a lot about Martech and SalesTech stacks. This is understandable because marketing and sales teams have traditionally pursued distinct missions with different needs. Yet if your marketing, sales, and service “front office” needs to be more integrated to support dynamic buyer pathways, you might need to re-think your technology stack. An integrated revenue process supported by integrated revenue technology helps deliver a single view of the customer and becomes more responsive and relevant as your buyers jig and jag along their dynamic buying processes.
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Marketer as Producer: Using Storytelling to Engage Customers Effectively
Brand Presence, Buyer Engagement, Content Marketing, Revenue GrowthCut through the noise.
“If you can’t tell, you can’t sell,” says Storytelling authority Robert McKee.
What’s your definition of a story? McKee defines it this way: “Sequence of causally connected, dynamic events that changes a person’s life.” Change focuses the mind.
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