Revenue Diagnostic - Integrated Marketing

Service Overview

Why Build a ‘Revenue Architecture’

The three layers: Strategy – Clear competitive advantage. Systems – Agile revenue platform. Programs – Integrated marketing programs.

Sustainable revenue performance relies on agile marketing that can adapt to changing conditions. A Revenue Architecture integrates the strategy, systems and programs for a sustainable advantage.

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The Revenue Diagnostic

2-5 weeks

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Discovery Establish Goals and Emphasis

Diagnostic Revenue Grader Workshop

Synthesis Sequence High Level Initiatives

Alignment Align Approach to Plan Development

The diagnostic is an accelerated process designed to identify and prioritize opportunities and capabilities needed for integrated sales and marketing.

Clear goals and metrics

Prioritized capabilities

Draft plan

High level plan

2 hour workshop

3-hour workshop

1-hour workshop

Diagnostic Methodology

1.  Introduce and explore 30 best practice dimensions across the three layers 2.  For each dimension score current capability maturity:

3.  Capture strengths, weaknesses, opportunities and threats and determine whether to add item to the plan, then prioritize (must do, should do, could do, won’t do)

4.  Facilitate an alignment workshop to map initiative priorities and timelines. 5.  Compile the results into a report.

Level Label Description

1 Weak We are not engaging in this activity today.

2 Basic We are inconsistent with approach and activity.

3 Developing We are currently ad hoc, but building this capability.

4 Differentiated We do this on a regular basis and it is a differentiator from our competition.

5 World Class We do this effectively and consistently for market advantage.

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Step 1. Discovery

•  Clarify Purpose and Intent –  What are we trying to accomplish / goals of the diagnostic? –  What is in scope / not in scope?

•  Confirm Logistics –  Team preferences, Tools and Systems –  Schedules and Procedures? –  Other?

•  Review Current State –  Outline current state revenue performance –  Identify revenue goals by segment –  Identify any key issues.

The first step is to organize the logistics and understand broad parameters and areas of priority.

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Step 2. Diagnostic

•  Discovery informs areas of particular emphasis

•  Best practices dimensions across strategy, systems and programs layers

•  Discussion raises awareness of possibilities around each dimension (sub elements reviewed in workshop)

•  Scoring each dimension to ‘add to plan’, and to focus the initiative plan.

We facilitate a workshop using the Revenue Grader tool and review, assess and prioritize 30 best practice dimensions.

Strategy Dimensions

1.  Vision, Mission and Goals 2.  Revenue Metrics 3.  Competitive Strategy 4.  Strategy and Innovation 5.  Brand Strategy 6.  Segmentation / Choosing The Market 7.  Product Development 8.  Pricing Effectively 9.  Planning 10. Strategy Execution

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Systems Dimensions

1.  Brand Identity 2.  Brand Execution 3.  Leading Web Presence 4.  Social Media Presence 5.  Marketing Automation and Social CRM 6.  Data Analytics 7.  Marketing Resource Management 8.  Revenue & Service Process 9.  Talent Management / Organization and Incentives 10. Account Planning / Managing Sales and Relationship Management

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Programs Dimensions

1.  Integrated Campaign Design 2.  Media Mix 3.  Content Marketing 4.  SEO 5.  Conversion Rate Optimization 6.  Public Relations 7.  Social Media Engagement 8.  Prospect Nurture 9.  Sales Effectiveness 10. Performance Tracking

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Step 3. Synthesis

•  Analysis –  Organize results of the workshop –  Map key priorities

•  Synthesis –  Develop draft initiatives and actions –  Prepare a prioritization workshop

Using the workshop and Revenue Grader Scorecard results, we identify initiatives and priorities and develop preliminary sequencing.

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Step 4. Alignment

Low scoring initiatives can be revisited over time as conditions change

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High

Low High

Stra

tegi

c Im

port

ance

Urgency

Importance & Urgency:

Outcome: Top Priority actions sequenced into a plan

Feasibility & Impact

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High

Low High

Feas

ibili

ty

Impact

Watch list as opportunities change

Simple initiatives which act as “Add-ins”

Watch List

Add-ins

In the alignment workshop, we refine and further prioritize initiatives based on importance, urgency and feasibility and group into phases.

Summary

•  Gain a deeper understanding of best practices for new marketing and sales strategies

•  Rapidly identify opportunities for more sustainable revenue performance •  Create a holistic view of the strategies, systems and programs needed to

grow the business •  Prioritize the importance of key initiatives •  Take advantage of expert facilitation and best practices insights •  Align around priorities and a plan for revenue growth.

The service is time-boxed and offered at a fixed fee based on specific parameters. We tailor the service to accommodate specific requirements.

The Revenue Diagnostic is an effective way to rapidly develop a top-level comprehensive view of gaps, opportunities and priorities for integrated marketing and sales.

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Thank You

Contact Us contact@revenuearchitects.com Revenue Architects @revenuearch on Twitter 877 REV-EARN (738-3276)