Business Architecture Continuum
Aligning your Revenue Architecture with your Business Architecture
As market dynamics change, businesses adjust their business model to compete more effectively.
As business leaders pursue accelerated, predictable, and sustainable revenue performance, they look for ways to optimize their revenue architecture—the operating model for sales and marketing. They adjust their go-to-market strategy to meet changing market dynamics and gain competitive advantage, but they often fail to align their marketing and sales organization and the marketing and sales processes required to capture customer value.
Constant change requires an adaptive Revenue Architecture.
Different business models require entirely different revenue architectures, and businesses must design those revenue architectures to ensure alignment with their sales objectives. This is an ongoing process because businesses continuously shift their business model. Such changes may include greater scale through efficiencies and standardization or increased margin through value enhancements.
Revenue Architecture provides the framework for continuous alignment.
Assuming the shift in the business model is based on a sound business strategy, you will need an aligned revenue strategy. Subtleties often arise, and you must try to resolve them early.
- Realign target markets and isolate audience segments
- Redefine new value propositions to new audiences
- Re-build the revenue conversion model
- Identify new strategies to access the market.
Organizational dynamics will likely need to change, and you will need new systems to execute marketing and sales effectively. Elements may include changes to your brand presence—collateral, content, and website—changes to your sales organization and skills, sales and marketing processes, and technology enablement.
- Align your visual brand identity and web presence to address new segments
- Build differentiated sales collateral, assets, and tools
- Adjust your process model and metrics
- Define the selling skills and ‘sales DNA’ that fit with the new model, e.g. sales-led vs consulting-led
- Support the new structure with the right set of enabling technology
Revenue execution varies tremendously across the business model continuum. Different tactics will play an outside role based on the buyer journey. Depending on the dynamics of the audience and the buy-sell process, you may need to redefine the roles of inbound, self-sell, outbound, and account-based.
- Restructure your demand generation programs and content marketing
- Define the revenue funnel and the inbound and outbound mix
- Rebalance the role of account-based programs and account planning
Revenue Architecture…In Action
Your Revenue Architecture is a continuous process to align marketing and sales with your business model to achieve more accelerated, predictable, and sustainable revenue performance.
