B2B Marketing and Sales

Predictable and sustainable revenue growth are primary drivers for shareholder value. The goal is simple – generate more top-of-the-funnel leads and close more deals. Yet as market and competitive conditions change, even successful companies will face disruptions up and down the marketing and sales funnel.

Too small a percentage of the addressable market is aware of us
It is unclear which segments to prioritize and what messages to deliver
Leads fall out of the funnel
Too much time is spent working on the wrong leads
Close rates are too low for qualified opportunities
Opportunities for upsell/cross-sell are missed
Retention and referral rates are too low

B2B companies need to deliver better digital experiences and the right mix of go-to-market strategies aligned with buyer journeys. Inbound and ABM don’t work for all buyer segments. Effective buyer engagement requires a full-funnel approach that aligns marketing and sales around the buyer journey using an optimal mix of digital and human experiences.

The Continuum of Business Models

The Continuum illustrates how a businesses adjust their model along a continuum in pursuit of increased margin or scale.

At one end is standard products with high scale and typically lower margins, and at the other is expert consultants with high margin/ lower scale.

When a business shifts left or shifts right along this continuum, their underlying revenue architecture – the building blocks of sales and marketing – must change as well. We help you align your Revenue Architecture with your business model.

Revenue Architecture Alignment

Revenue Architecture is an adaptive execution process for achieving accelerated, sustainable and predictable revenue growth. We help you align your revenue strategy, revenue systems and revenue programs to your underlying business architecture.

Align markets and buyers, valued offerings and the go-to-market strategy
Align your brand platform, enabling technology and revenue operating model
Align your marketing and sales execution for world-class buyer engagement.

Full-funnel Buyer Engagement

The Revenue Architecture approach is NOT a one-size-fits-all approach (like Inbound, Outbound or ABM.) The approach begins with an understanding markets and buyers (using data-driven analysis for audience isolation) to architect buyer engagement programs that are tailored to each buyer segment.

Revenue Strategy

Funnel model, segmentation, messaging and go-to-market model.

Markets & Buyers. Data Analysis, Segmentation, Audience Isolation, DMUs and Personas.
Valued Offerings. Value Wrappers, Value Propositions, Buyer Lifecycle Messaging.
Go-to-Market Model. Engagement Strategies, Campaign Archetypes (ABM, Inbound, ABS), Execution Plan.

Revenue Systems

Enabling brand, collateral, technology and process.

Brand Presence. Visual design, Collateral, Website, Social Media, Outposts, Marketplaces.
Revenue Technology. Marketing Automation, ABM, CRM, Customer Data Platform, Business Intelligence.
Operating Model. Demand Gen, Sales Process, Account Process, Org & Skills, Enablement.

Revenue Programs

Integrated buyer engagement campaigns and programs.

Marketing Execution. Campaign Design, Content, Integration, Orchestration, Optimization.
Sales Execution. Sales Prospection, Opportunity Management, Closing Sales.
Customer Execution. Account Management, Retention, Up-sell, Cross-sell, Advocacy.

“The Revenue Architecture approach helps us refine our messaging and clarify our go-to-market strategy and run campaigns that drive more leads and closed business.”

Fouad HabboubChief Executive Officer – IKINDI, Inc.

“Revenue Architects helped design our marketing and sales process and is our partner for revenue growth. They maintain our digital and brand presence and technology and execute our content marketing and webinars and lead gen campaigns.”

Ikki BoudarghamChief Executive Officer – MyConnect Solutions

“We experienced great results for our NetApp and Cisco marketing strategies, significantly enhancing our communication objectives and revenue streams. Excellent responsiveness from Revenue Architects team.”

Anne DempseyDirector of Marketing – Continental Resources

“It’s great to see your [B2B Content] work again. Refreshing. Well done! We appreciate how you have incorporated our content marketing approach with the Revenue Architecture process.”

Rachel McClaryCMO – Arcserve

Request a quote.

Contact us for an initial no-fee consultation or initial analysis. Use our services request configurator to outline your priorities and get a quote.

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