under the microscope Archives

Market Segmentation: Select Markets and Isolate Audience for Engagement

Account-Based Marketing, B2B Marketing and Sales, Revenue Growth, Revenue Marketing, Revenue Strategy

The universe of markets and buyers is 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 place with the right message.

March 27, 2021/0 Comments/by John Stone

Revenue Growth Architecture

B2B Marketing and Sales, Revenue Growth, Revenue Marketing, Revenue Strategy

Accelerated, 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”.

June 10, 2019/0 Comments/by John Stone

Go-to-Market Strategy and Plan

B2B Marketing and Sales, Revenue Architecture, Revenue Growth, Revenue Strategy

A company needs an effective go-to-market strategy that makes it easy to buy from and sell to. Go-to-market strategies and plans are a blueprint for how the company will reach customers, streamlining and establishing a strong focus on the steps that a company must take to co-create value with customers.

May 9, 2017/0 Comments/by John Stone

Under the Microscope: Commercialization

B2B Marketing and Sales, Revenue Architecture, Revenue Growth, Revenue Strategy

The commercialization process prepares you to introduce products and services into the market. There are several different frameworks that describe the product development process in detail and commercialization is typically included in this overall process. For our purposes, in assessing and constructing a revenue architecture, we focus on elements of commercialization that impact marketing and sales execution.

Consider the traditional “7 Ps”: product, place, price, promotion, people, process, physical environment. For the purposes of the Revenue Architecture framework, the commercialization activities are central to marketing and sales execution. Sales and marketing teams do sell for a hypothetical company – their job is to sell the products and services the company offers. Commercialization helps influence product design and quality, and paves the way for more effective productive marketing and sales execution.

Activities prior to Commercialization include Market Strategy: Customer Value Research and Analysis, Firm Competencies, Competitive Industry / Market Analysis, Customer Win/Loss Analysis, Firm Performance Analysis, Requirement Definition, Product Line Economies , Budget Planning and Cost Management, Market Acceptance and Availability,Product Strategy, Product Roadmapping.

The Commercialization process includes: Value Positioning including Target Market Definition and Sizing, Customer Engagement Model, Commercial Use Cases, Pricing, Terms and Conditions.

Activities we review after commercialization include Go-To-Market: Positioning and Value Communication, Routes to market, Channels and Partnerships, Marketing Planning, Launch Planning, Customer Acquisition Models, Sales Enablement, Collateral, Lead Generation, Sales and Channel Training, Customer Relationship Management, Funnel Analysis, Market Assets at Different Sales Stages, Technical Tools and Marketing Assets.

April 22, 2017/0 Comments/by John Stone

Under the Microscope: Market Strategy

B2B Marketing and Sales, Revenue Growth, Revenue Marketing, Revenue Strategy

A Market Strategy is a core element of a company’s revenue architecture and differentiated strategy. Revenue leaders need to define how to approach the Market Strategy based on attractiveness, competitive positioning, and fit.

This post dissects Market Strategy and its components and explores why it is essential to any business.

March 9, 2017/0 Comments/by John Stone

Posts

Market Segmentation: Select Markets and Isolate Audience for Engagement

Revenue Growth Architecture

Go-to-Market Strategy and Plan

Under the Microscope: Commercialization

Under the Microscope: Market Strategy

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