What is Revenue Architecture
Revenue Architecture is a best-practice process and methodology for marketing and sales effectiveness. The process is “full-funnel” – meaning it covers the end-to-end buyer lifecycle from initial awareness to managed account. It is an integrated approach that aligns marketing and sales for prospect and buyer engagement and facilitates closed-loop marketing and sales execution. As the “Infinity Diagram” below depicts, the process is continuous – beginning with envisioning your Revenue Strategy (the red), enabling your Revenue Systems (the blue) and executing your Revenue Programs (the green). The process is fully-enabled by the right data and technology.
Realize Better ROI
Even small changes in funnel conversion performance translates into significant revenue upside. For example, a 3% increase in Awareness at the top-of a revenue funnel can translate into 150% increase in revenue. A 20% increase in conversion from an Engaged lead to a Qualified Lead can translate into a 300% increase in revenue performance!
Yet to realize revenue ROI, you will need to truly understand your buyers, isolate your audiences and engage around what matters most at the right time and place.