We define Revenue Systems as the foundation for sustainable revenue execution. Revenue Systems include brand, people, process, and technology that enable marketing and sales. These core capabilities help attract, capture, deepen and expand relationships. Assuming the right strategies are in place, your revenue system provides the platform you need to execute marketing and sales programs and achieve marketing and sales performance metrics.

Some B2B organizations still view marketing and sales as distinct organizations with different skills, and requiring different technologies and processes. While there are distinctions in the role of marketing and sales, today’s buyer lifecycle experience is fluid and must drive the marketing and sales process.  Leading businesses recognize that in order to attract and engage these self-directed buyers, marketing and sales teams need integrated branding, technologies and processes.  With a Revenue Systems approach, leaders can architect an integrated platform and manage continuous and non-linear buyer journeys.

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We are in the midst of selecting a social monitoring and engagement platform for one of our client’s social programs. The client is starting from scratch to establish an effective social presence, build a following and engage their audience. They have the opportunity to be a content leader in their market.

We won’t even scratch the surface on the full analysis in this post, but the headline is: Chose carefully, test first and don’t lock in. There are a lot of changes in this space including acquisitions and consolidations and different tools are likely going to be needed for different purposes – from engagement to sentiment analysis and influencer tracking.

We know that the client will need a solid social monitoring and engagement platform over time and there are new entrants every day to join early platforms like Radian6. We have taken a look at Sysomos, Spredfast, Radian6, HootSuite, CoTweet, and Traackr among a few others. Amazingly, we are getting very poor results with some of the tools where our search terms are not returning meaningful results. Some of the tools are far better suited for broad-based brand listening rather than focused subject influence.