Consider 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.