Methodology Overview

The Revenue Architecture Methodology is a continuous process across three layers.

Revenue Strategy

Envision and align revenue strategies around different customer segments and map the go-to-market model.

  1. Markets and Segments
    Prioritize target market segments, isolate audiences for engagement, and build personas to understand pain-in-the-present.
  2. Valued Offerings
    Craft your brand, offer, and audience value propositions and engage buyers along their journey.
  3. Go-to-Market Strategy
    Envision the ways to access and engage different customers, accounts and audience segments with a mix of digital and physical experiences aligned with your business model.

Revenue Platform

Enable revenue performance with an integrated brand identity, collateral system, web and digital presence, technology platform, and revenue process and organization operating model.

  1. Brand Presence
    Create and manage a compelling brand identity, effective website, and collateral system.
  2. Revenue Technology
    Integrate a revenue technology platform to enable marketing, sales, and customer success.
  3. Operating Model
    Align the full-funnel process, revenue operations, and organization structures aligned with the business model.

Revenue Programs

Continuously design, launch, and execute demand generation, sales opportunity management, and account management customer impact to capture customer value.

  1. Demand Generation
    Design, launch, and optimize integrated inbound, outbound, and account-based demand generation programs.
  2. Opportunity Management
    Improve sales effectiveness with better process execution, coaching, enablement, and management.
  3. Customer Impact
    Retain, deepen, and expand customer and account relationships.

Learn more about Revenue Architecture®.

Apply the methodology in your business or become a certified practitioner.

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