The New Revenue Engine In The Age Of Digital Marketing
The New Revenue Engine In
The Age Of Digital Marketing
Revenue Architects – About Us
Consulting agency 100% focused on the revenue
Trusted Advisor, Delivery Partner, Solution Builder
Dedicated core team and Independent Network
Helping clients drive top-line performance with
expert teams and a flexible talent model
Discuss some of the digital trends and key
strategies that drive revenue today
Introduce the Revenue Architecture framework
how to plan a revenue engine
Revenue Engine Workshop with the group to
self-assess your current capabilities and priorities
Disruption in the Revenue Engine
Old Model New Model
We need an integrated process to drive the engine…
Are you on Facebook?
Are you tweeting yet?
Have you checked in on Foursquare?
Are you marketing your brand on the web?
An effective web presence deepens and
expands client relationships and is a
powerful driver for revenue
Web presence begins with your website
and extends to your digital outposts and
An effective strategy is critical….
Some Digital Drivers
• Digital Experience
• Content Revolution
• Social Velocity
1. Digital Experience
Not much has changed, we need to deliver a well
designed digital experience for our target audience.
• Web Presence
• Inbound Engagement
• Retention and Advocacy
From websites to web presence
20M month 400M Users
30M per month
The web has shifted the buy-sell process…
Nurture Programs and
Landing Pages and
Image Source: Hubspot website
We need to impact our customer’s business
Web 2.0 features and
social media integration
“Satisfaction” is no longer adequate
Retention.. and Advocacy
Personalized experience My primary experience
of this type
Material impact on my
process I am proud that I am a
Changing the way I work
I will recommend this
Realizing tangible to my network
Easy to engage
Compared to my competitors?
Search is the window to audience intent.
• Fire hose
• Organic vs. Paid
Information Fire hose
Seeking credibility from
Key word search
Search: Organic vs. Paid
We seek organic results
▫ Page titles, Tags
▫ Meta Data
▫ Great content
▫ Inbound links
▫ Digital PR
3. Content Revolution
In the world of search-dominated visibility,
good content is more important than ever.
• Architecture of Participation
• The Long Tail
• Sticky and Spreadable
• Publishing across Media
Architecture of Participation
User Generated Content
Wisdom of Crowds
The Audience wants
The Long Tail
Searches / Site Visitors
for Verizon retiree”
Low Probability of Conversion
High Probability of Conversion
Sticky and Spreadable
Content Marketing is an art and a science. The
focus is understanding what your clients want,
and delivering it to them in a compelling way.
Great content is relevant, sticky and spreadable.
• Relevant • Visible
• Modular • Accessible
• Authentic • Stylized
• Entertaining • Optimized
• Sharable • Managed
RSS – Really Simple Syndication
Articles, Links, Podcasts, Blogs, Photos, Video, etc…
Subscribe to a feed
Search-based feeds /
(e.g. Google Alerts)
helps content find you
Subscriptions are free
RSS is the protocol for
information sharing on
SUBSCRIBE the web.
Feed Readers, Aggregators, Flash, Google Desktop, iTunes, etc…
A web site of posts
published in reverse-
Brings more dynamic
content to your
Can build presence
with the media
Publishing across Media
• Blog Posts
• Videos/Video Blogs
• News Releases
• Web Events
3. Social Velocity
Perhaps the hype has subsided a bit, but the medium
is here to stay…
• The social Web
• The Big 3+
• New Transparency
The Big 3
500 million users
70 million users 190 million monthly
500 Million Users
35 years of
55% College or Post
70 Million Users
35 years of
College or Post
81% Graduate Degrees
35 years of
College or Post
55% Graduate Degrees
Real-time feeds and
Wisdom of crowds
Some Strategies and tools
Build a brand identity..
Establish your presence…
Build relevance with long-tail focus…
Build cross-media content…
Mash-up with web 2.0...
Offer differentiating services ..
Build an inbound model…
Integrate sales and marketing…
What is a Revenue Architecture?
At a campaign, team, or enterprise level….
…the Revenue Architecture is the blueprint
that describes the priority capabilities
needed to effectively attract, nurture, sell
and expand profitable relationships with
By answering important questions about key
revenue drivers, we can craft a better
informed strategy and execute better sales
and marketing campaigns and programs.
Revenue Architecture Framework
Who are we What is our core
How do we know
How do we
How do align
How do we ensure
we retain and grow
Designing a Revenue Architecture
A five step process to organize and align around a plan.
Step 2 Step 4
What are the What are the
important best options
revenue open to us?
Current State Target State
Market Strategy Market Strategy
Step 3 Revenue Engine
• Skills & Organization • Skills & Organization
• Process and Technology • Process and Technology
Initiate • Web Presence & Prioritize • Web Presence & Plan
• Content & Messaging • Content & Messaging
Relationship Management How do we
Why are we What is get there?
doing this and Incentive & Measures really Incentive & Measures
how do we important?
identify and urgent?
This can take a few hours or a few months depending on scope.
Current State Assessment
A Rapid diagnostic to determine key priorities and capabilities.
What is our maturity level for
key elements of the Revenue
Current State Architecture?
Market Strategy How important are these
Revenue Engine factors to our mission?
• Skills & Organization What are our key Strengths,
• Process and Technology
• Web Presence & Weaknesses, Opportunities,
• Content & Messaging Threats?
What are the gaps?
Which elements are most
Incentive & Measures
important and most urgent?
Prioritization = Focus
Strategic Importance: Does it matter?
Urgency: How fast should we act?
Low Urgency High
Feasibility: Can we do it?
Impact: What do we get?
Low scoring High
initiatives to be
revisited over Add-ins
time as market
Low Impact High
Simple initiatives which act as “Add-ins” actions for
Watch list as opportunities change
the plan 45
A description of the revenue operating plan.
Target markets, clients
Collateral and Sales Assets
Inbound Marketing Model
Marketing Automation Platform
Marketing and Sales Process
The One Page Plan
Pulling the pieces together into a one-page plan.
Targets / Goals
Mission What Targets to be achieved
Mission is our overall Owners Client Sales Mktg
Current State Goal State
Web Presence strengths/ Revenue
and Experience Weaknesses Initiatives
Processes and Goals and
Skills and ambition for each Action Plans
Organization element Execution to
Specific Revenue Focused
Campaigns and Programs