Learn sustainable marketing and sales practices to build and maintain more accelerated, predictable, and sustainable revenue performance.
The promise of digital and inbound marketing and, more recently, AI suggest a panacea for modern marketing and sales and lead generation. Yet, for many businesses, these fads don’t work, and the shelf life for these “winning tactics” is short. Sustainable revenue performance comes down to a long-term commitment to a set of core marketing, sales, and customer success fundamentals.
This presentation will outline the shifting sands of these no-lose tactics and why they often fail in the long term. He will introduce Revenue Architecture - a set of sustainable marketing and sales practices to build and maintain more accelerated, predictable, and sustainable revenue performance.
Learning Objectives
- You will be able to describe a long-term-oriented, sustainable, saleable entity.
- You will be able to discuss the outmoded philosophy of spending first, and revenue second.
- You will be able to recognize and eliminate randomness and create more predictability.
- You will be able to review the processes to allow more freedom for you and your executive team.
Agenda
Shifting Sands in Today’s Demand Generation and Sales
- The Promise of the Latest Tactics and Real-World Experience
Core Principles of Predictable and Sustainable Revenue Growth
- Tactics Change, but Fundamentals Remain
The 9 Dimensions of a World-Class Revenue Architecture
- Revenue Strategy
- Markets and Segments
- Valued Offerings
- Go-To-Market Model
- Revenue Platform
- Brand Presence
- Revenue Technology
- Operating Model
- Revenue Programs
- Demand Generation
- Opportunity Management
- Customer Impact
Getting Traction - 7 Business Fundamentals for Success
- Leadership
- Vision
- Roles and Responsibilities
- Metrics
- Commitment
- Communications
- Culture
Speakers
John C. Stone, III,
Revenue Architects, LLC- Founder and president of Revenue Architects, LLC, a revenue growth methodology and services firm that helps companies onboard and personalize their revenue architecture and execute marketing and sales
- Delivers training workshops, consulting, and agency services to a range of business-to-business, professional services firms, financial advisors, and investment management firms
- Conducts regular seminars and workshops on digital marketing, social media marketing, revenue growth strategy and business development
- Published a variety of articles in the areas of marketing and sales for financial advisors and business professionals, authoring a new book on revenue architecture
- Bachelor’s degree, University of Vermont; advanced executive education certificates, Harvard Business School, and The Wharton School
Who Should Attend
This live webinar is designed for business owners, CEOs, COOs, presidents and vice presidents, directors, managers, accountants, and marketing professionals.
