The Revenue Architecture Diagnostic is an accelerated process to assess marketing, sales, and customer success capabilities. We review your current capabilities and map Revenue Architecture actions to your business strategies. The Diagnostic is tailored for each client. We use a workshop approach with flexible scheduling – typically 3-4 weeks.
1. Are you aligned around the markets where you are most competitive, and have you identified specific audience segments to engage? Key Practices: Identifying Ideal Buyers, Selecting & De-selecting Markets to Compete in, Segmenting and Isolating Audiences, and Prioritizing Campaigns.
2. Are your products and services competitive, are you positioning your offerings with value propositions and building messaging that engage buyers and customers? Key Practices: Innovating Products, Articulating Brand and Offer Value Propositions, Crafting Lifecycle Buyer Messaging.
3. Are you identifying optimal ways to access specific buyer segments with the right marketing and sales mix? Key Practices: Demand Generation Archetypes, Media Mix, Revenue Funnels, Program Portfolio, Buyer Engagement Calendar.
4. Does your brand identity, website, digital channels, and collateral position you effectively? Key Practices: Visual Design, Brand Identity, Collateral Systems, Responsive Website, Social Media Presence.
5. Does your technology stack enable full-funnel marketing and sales and deliver audience understanding and data-driven insights? Key Practices: CRM and Marketing Automation Platform, Workflow Automation, Sales Process Optimization, Digital Engagement, Customer Data Platform, and Business Intelligence.
6. Have you defined the processes, organization, and talent needed for customer success and revenue performance? Key Practices: Full-funnel Process Design, Metrics and Funnel Math, Organization Structure Coverage, Skills and Resources, and Sales Enablement.
7. Are you designing, constructing, and optimizing campaigns and programs that deliver and nurture leads at target metrics? Key Practices: Demand Generation, Inbound Marketing, Account-based Management, Content Marketing, Campaign Optimization, Outbound Sales Engagement, Prospect Care, and Nurture.
8. Are sales teams actively engaging prospects, orchestrating sales opportunities, and closing sales at the expected rate? Key Practices: Good Selling Skills, Sales Methodologies, Maintaining Activities and Competencies.
9. Are you effectively onboarding new customers, ensuring customer success, and maximizing customer lifetime value through retention, cross-selling, and up-selling? Key Practices: Delivering Effectively, Customer Success, Servicing Customers, Delighting People, and Managing Accounts Strategically.