Revenue Architecture is a best-practice process for accelerated, predictable and sustainable revenue performance. It is a process that integrates marketing and sales around your buyer’s journey. As depicted in the infinity diagram below, Revenue Architecture is a continuous 9-step process that guides you in envisioning revenue strategies (the red), enabling revenue systems (the blue) and executing revenue programs (the green).
Why it matters.
Buyers research, learn and “self-sell” on the web to learn, consider, compare, evaluate and decide on products, services and solutions. They engage with sales teams – on their own terms. To compete and win, companies need to deliver buying experiences that engage buyers at each stage of their journey which requires a “full-funnel” approach – across marketing and sales.
Modern marketing and sales need teams need to orchestrate around the buyer delivering digital and physical (human/personal) buyer engagement experiences.
The benefits are significant. Even small changes in funnel stage conversions translate into significant revenue upside. For example, a 3% increase at the the top-of a revenue funnel can translate into 150% increase in revenue bookings. A 20% increase in conversions from an engaged lead to a qualified lead can translate into a 300% increase in revenue performance. In many services and as-a-service business models, most revenue is realized post sale – through customer success and buyer engagement and customer success are intertwined.
How it works?
Revenue Architecture is a continuous responsive and dynamic process to envision strategies, enable systems and execute programs.
Revenue Strategy (the red) helps you select the best markets, ideal customers and audience segments. It establishes your brand, offer and audience value proposition messaging and defines how to access buyers with different paths to market and go-to-market strategies using different archetypes like Inbound Marketing, Outbound Sales and Account-based strategies.
Revenue Systems (the blue) establishes an enduring revenue growth platform for marketing and sales, It establishes and maintains your brand presence including website(s), social media and marketplace presence and the collateral and brand systems that enable marketing and sales buyer engagement. Revenue Systems defines the revenue technology stack and the marketing and sales operating model including organization and the full-funnel staged processes and metrics for different marketing and sales motions.
With the right Revenue Strategies and the Revenue Systems in place, Revenue Programs (the green) defines the day-to-day process to design, execute and optimize campaigns, perpetual funnels and enduring programs for demand / lead generation and buyer engagement across both digital and physical channels.