Revenue Architecture Methodology

Integrated marketing, sales, and customer success

Revenue Architecture is an adaptive methodology to align marketing, sales, and customer success with business strategies by continuously envisioning revenue strategies, enabling revenue systems, and executing revenue programs.

Closed-Loop Revenue Architecture Process

Engage a continuous process for buyer engagement and customer success
Envision strategies, enable systems and execute programs with 27 best-practice processes.
Adapt to different business models and buyer segments.
Integrate marketing, sales, and customer execution activities around the customer lifecycle.

9 Revenue Architecture Dimensions

Segment markets, isolate audiences to engage, ensure product competitiveness, craft 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.

Craft brand identity, engage your website and digital presence, deploy revenue technology, and integrate 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 and customer experiences.

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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