Revenue Architecture Methodology

Integrated marketing and sales process

Revenue Architecture is an adaptive methodology to align marketing and sales with the business model and continuously envision revenue strategies, enable revenue systems, and execute revenue programs.

Closed-Loop Revenue Architecture Process

Continuous process for buyer engagement
Strategy (red), Systems (blue) and Programs (green) Layers
27-Best Practice Processes
Adaptive for different buyer segments and journeys
Integrating marketing, sales and customer execution
Enabled by technology and the brand presence platform

9 Revenue Architecture Dimensions

Select and segment markets, isolate audiences to engage, craft persona messaging, and envision strategies to access the market.

Markets & Buyers
Align and focus on priority market segments and personas.
Valued Offerings
Articulate value propositions at the brand and offer level.
Go-to-Market Model
Architect marketing and sales mix around buyer segments.

Enable your systems platform, including your brand identity, website, and digital presence, and your technology, and operating processes.

Brand Presence
Establish the right brand identity, brand system and channels.
Revenue Technology
Integrate and activate the technology stack and data platform.
Operating Model
Enable teams with the right organization, skills and full-funnel process.

Execute marketing, sales, and customer success with the right mix of buyer engagement programs.

Marketing Execution
Execute marketing programs with best-practices.
Sales Execution
Execute sales effectively and strategically.
Customer Execution
Retain and deepen customer relationships.

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Small changes in funnel stage conversion performance can translate into significant revenue upside. In one example, a 3% increase in the top-of a revenue funnel leads translated into a 150% increase in revenue. In another example, a 20% increase from engaged lead to a qualified lead translated into a 300% increase in revenue.

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