Revenue Architecture Blueprint

The Revenue Architecture Blueprint is a design process tailored and right-sized to your business needs. It helps fill in the gaps of your revenue architecture by envisioning your revenue strategy, identifying enabling the revenue systems requirements and specifying initial revenue programs for buyer engagement. The process is fully tailored and uses the 9-dimension Revenue Architecture framework to build a blueprint and a roadmap for execution.

A Blueprint may include any or all of the following elements:

1. Markets & Buyers – Selection of the markets and buyers where you are best positioned to engage and win.

Identify and select target markets based on attractiveness and ability to compete.
Isolate audience and personas for priority engagement.
Prioritize target segments and audience for engagement based on external and internal readiness.

2. Valued Offerings – Your brand value proposition, offer propositions and buyer lifecycle messaging.

Assess, validate and enhance brand level value proposition and elevator speech.
Create narrative that differentiates your products and services.
Create persuasive lifecycle messaging for prospect DMUs and personas.

3. Go-to-Market – Optimal ways access your target markets and engage buyers.

Map target segments to ‘campaign archetypes’ and define the channel and media mix.
Identify an initial campaigns and program portfolio,
Establish the initial program and campaign calendar.

4. Brand Presence – Your brand identity, website, social media and collateral systems.

Identify visual design and branding elements required.
Map website, social channels, collateral and marketplace presence system requirements.
Define the brand management process.

5. Revenue Technology – The revenue technology stack you need to fully enable marketing and sales.

Identify technology architecture and data flow requirements.
Identify gaps and opportunities for technology solutions and components (marketing automation, CRM, Data, etc.)
Identify integration requirements.

6. Operating Model – The organization and resource plan and ‘full-funnel’ process and metrics.

Design/ validate full-funnel processes for marketing and sales and audience/ market segments.
Structure organization aligned with go-to-market strategies, coverage and capacity.
Identify sales enablement requirements.

7. Marketing Execution – Initial campaign and program design.

Design initial marketing campaigns and programs.
Identify campaign content and production elements.

8. Sales Execution – Prospect engagement and opportunity orchestration activation.

Architect the outbound sales prospecting model.
Ensure sales teams are enabled for opportunity management.
Coach, train and activate sales.

9. Customer Execution – Account management and customer relationship management model.

Identify the customer onboarding approach.
Identify the relationship and account management governance and model.

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