Revenue Architecture to Align Marketing, Sales, & Service
by Matt, on 4 Feb 2021
Let's talk revenue. Let's dive deep into revenue. In fact, let's even take this revenue architecture conversation offline. Click to download our *new* free guide - Drive Growth by Focusing Marketing, Sales, & Service on Revenue.
Why the focus on revenue?
In addition to developing and launching new products to maintain their advantage in the marketplace, most businesses must also return a profit to their shareholders while showing a positive impact to non-financial stakeholders.
While number of units sold, clients satisfied, or projects completed might correlate to revenue generation (they don’t always), everyone should ultimately be working towards a revenue target.
Within our customer experience frame of reference, this means marketing, sales, and service working in concert to deliver a revenue goal.
The status quo within many B2B companies is for each department, group, and team to set goals related to things they control.
The trouble is, those traditional performance indicators can be entirely misleading.
Some of them are simply vanity metrics. They look good on paper but have little or no impact on growing the business.
You should replace them with (or at least tie them to) a direct link between each group, team, or individual’s activities and an overarching revenue goal.
This establishes a common language that different members of the team – even those from very different parts of the organization – can use to understand and support one another.
This is one of the activities that can make such a difference to a growing organization because it provides clarity and builds momentum across the whole company.
Our in-depth guide helps you break down key revenue components so that you can align your customer-facing teams.
The guide covers:
- Why typical marketing, sales, and service performance indicators fail to generate alignment
- The power of tying customer experience targets to an overarching revenue goal
- A ten-step process for balancing traditional planning with modern agility
- A six-layered revenue architecture to help structure your thinking
- Tips on getting started and keeping your analysis evergreen.
We hope that you find this very helpful. As always, we appreciate any comments or feedback.
Are you ready to get aligned?