Adaptive
Revenue Architecture applies across different and changing business models.
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.
Enabled
The process is enabled by a customer data platform and revenue technology stack.
Integrated
The process defines integrated marketing and sales execution for better buyer engagement.
- Who should we be engaging?
- What are the customer’s pain points?
- Which buyers are demonstrating a specific intent?
- Over what channels does this customer prefer to engage?
- Which customers are at risk of cancelling?
- How do we message our audience effectively?
- What mix of channels and media should we use?
- What service issues might impact retention and up-sell?
- Which are profitable and unprofitable customers?
- Which customers should we engage next
- When is the best time to engage?
- What is our next best offer?
- What data and technology do we need?
- How do we design full-funnel engagement?
