How to Design a Revenue Engine
For the uninitiated, a Revenue Engine is the collective effort of teams across a company to generate revenue.
I see this engine in my mind when I hear an executive or investor describe their go-to-market attack.
The 3 keys to the engine design are:
People: This includes all client-facing teams such as Sales, Marketing, Customer Success, Product Support, and others. Their collective efforts are crucial for generating and sustaining revenue. The alignment, training, motivation, and performance of these teams are key to the success of the Revenue Engine.
Process: Processes encompass the workflows, strategies, tactics, and methodologies that these teams employ. This involves understanding and optimizing the customer journey from lead generation to customer retention. Effective processes ensure that the Revenue Engine operates smoothly and efficiently, minimizing bottlenecks and maximizing output.
Platform (Technology): This refers to the integrated technology stack, including CRM systems like…