Revenue Grader Self Assessment

Achieving sustainable revenue growth requires a strategic and holistic approach.  Take a moment to reflect on the following nine dimensions of your Revenue Architecture. Are there areas for improvement?

  1. Markets & Segments: Ideal Customer Focus: Do you have a clearly defined Ideal Customer Profile (ICP) and a strategic process for identifying and prioritizing your most valuable customers or target accounts? Are you prioritizing the right target segments based on their attractiveness, your competitive position, and your company’s readiness to serve them?
  2. Valued Offerings: Differentiated Value: Does your brand value proposition, offering value propositions, and audience value propositions clearly articulate your unique and differentiated value in a way that resonates with your target market?
  3. Go-to-Market Strategy: Integrated Channels and Program Portfolio: Are you leveraging a multi-channel approach that combines digital and physical touchpoints to engage key decision-makers and influencers within your target market? Are you effectively orchestrating marketing and sales campaigns to reach your ideal customers?
  4. Brand Presence: Optimized Brand Touchpoints and Assets: Is your website and other digital channels (e.g., social media, email) optimized to attract and engage visitors, providing a clear path to relevant information and resources? And do you have the right collateral to enable the selling motion?
  5. Revenue Technology: Full-Funnel Revenue Technology Stack: Does your revenue technology stack provide a 360-degree view of your customers and accounts, enabling you to track engagement, personalize interactions, and measure the effectiveness of your efforts?
  6. Operating Model: High-Performing Process and Organization: Have you defined clear roles and responsibilities for your sales, marketing, and customer success teams and defined marketing and sales processes that ensure alignment and accountability across the full-funnel and customer lifecycle?
  7. Demand Generation: Multi-Channel Engagement and Nurture: Are you effectively designing, executing, tracking, and measuring the performance of campaigns and programs, optimizing strategies to maximize impact and ROI? Are you effectively nurturing leads and guiding them through the buyer’s journey?
  8. Opportunity Management: World-class Sales Execution: Are you effectively qualifying, engaging, and closing sales opportunities to meet and exceed the target pipeline and revenue goals? Does your sales team have the skills, tools, and support they need to succeed?
  9. Customer Impact: Customer-Centric Growth: Are you building a loyal customer base by consistently exceeding expectations, fostering advocacy, and driving customer lifetime value? Do you have programs in place to onboard, retain, and grow your customer relationships?

Next Steps:

Based on your responses to these questions, you may identify areas where your revenue architecture needs improvement. Here are some potential next steps:

  • Deeper Dive: If you identified any areas of weakness, consider conducting a more in-depth assessment of your revenue architecture. Our Revenue Architecture Diagnostic involves interviewing stakeholders and facilitating workshops for an expert external review. With a clear understanding of your strengths and weaknesses, we help you develop a plan to address the gaps.
  • Implementation: Put your plan into action and track your progress. Need to address an immediate need? We can help you address quick wins.