An accelerated approach to developing a Revenue Marketing Strategy and Plan.

1. Revenue Marketing
Diagnostic
Service Overview

2. 2
Revenue Marketing Diagnostic
2-3 weeks
1
2
3
4
Discovery
Establish Goals and Emphasis
Diagnostic
Revenue Grader Workshop
Synthesis
Sequence and Map Initiatives
Alignment
Align Strategy and Plan Approach
The diagnostic is an accelerated process designed to identify and
prioritize important revenue marketing initiatives.
Clear goals
and metrics
Prioritized
capabilities
Draft timeline
and plan
Agreed plan
2 hour
workshop
3-hour
workshop
1-hour
workshop
The discovery process can be structured using individual team
interviews or group workshops.

3. 3
50 Best Practice Dimensions
ü 50 best practices dimensions across
strategy, systems and programs layers
ü Discussion and education to raise
awareness of possibilities
ü Discovery informs areas of particular
emphasis
ü Features include scoring, ‘add to plan’,
gap analysis and prioritization
ü ‘MoSCoW‘ prioritization (must do, should
do, could do, won’t do) helps focus the
initiative plan.
We use expert facilitation and our Revenue Grader tool to review,
assess and prioritize 50 best practice dimensions.

4. 4
Strategy Dimensions
• Strategy Process
• Competitive Strategy
• Segmentation
• Branding
• Product Development
• Revenue Model
• Metrics
• Voice of the Customer
• Digital Strategy
• Distribution
• Pricing
• Organization Alignment
• Innovation
• Strategy Execution
• Implementation Resourcing
Strategy dimensions explore issues related to defining a clear vision,
goals and a differentiated revenue strategy.

5. 5
Systems Dimensions
• Brand Execution
• Value Propositions
• Revenue Process
• Talent Management
• Incentives and Compensation
• Compliance
• Knowledge Management
• Account Planning
• Websites
• Content Management
• Marketing Automation
• Marketing Resource Management
• CRM
• Social Media Tools
• Ad Media Management
Systems dimensions explore issues related to the ‘revenue engine’
including brand assets, people, process and technology.

6. 6
Programs Dimensions
• Integrated Campaigns
• Earned Media
• Content Marketing
• Social Media Presence
• Public Relations
• Media Mix
• Multi-screen Marketing
• Event Marketing
• SEO
• Nurture Programs
• Social CRM
• Lead Scoring
• Application Marketing
• Content Marketing
• Content Design
• Web Conversion
• Sales Activity
• Sales Force Effectiveness
• Account Selling
• Performance Tracking
Programs dimensions explore issues related to envisioning, designing
and executing systematic marketing programs.

7. 7
Prioritization & Business Alignment
Low scoring
initiatives can be
revisited over time
as conditions
change
Low
High
Low High
Strategic
Importance
Urgency
Importance & Urgency:
Outcome:
Top Priority actions
sequenced into a plan
Feasibility & Impact
Low
High
Low High
Feasibility
Impact
Watch list as opportunities change
Simple initiatives which act as “Add-ins”
Watch List
Add-ins
Using the scorecard and synthesis, we identify initiatives that have the
greatest importance, urgency and feasibility.

8. Summary
ü Gain a deeper understanding of best practices for new marketing and
sales strategies
ü Rapidly identify opportunities for sustainable revenue performance
ü Create a holistic view of the strategies, systems and programs needed to
enhance and expand the business
ü Prioritize the importance of key initiatives
ü Take advantage of expert facilitation and industry insight
ü Help the team align around a plan and priorities 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 Marketing Diagnostic is a great way to rapidly develop a
comprehensive view of marketing gaps, opportunities and priorities.

9. 9
Thank You
Contact Us
contact@revenuearchitects.com
Revenue Architects
@revenuearch on Twitter
877 REV-EARN (738-3276)