It's not magic

You run your manufacturing operations according to a process

Too often revenue growth is haphazard - even in companies with very carefully refined and scientifically managed operations and manufacturing.

That requires context, proven process, insight and technique.

This program provides those with four key components for B2B revenue growth.

  • Roadmap to Revenue Growth
  • Revenue Growth Maturity Model®
  • Customized framework
  • Detailed editorial calendar

They fit together like this.

- The Roadmap provides considerable context and guidance. It informs the work.

- The Revenue Growth Maturity Model helps to focus work and priorities

- The Framework distills those priorities into a resource balancing overview of work for the medium to long-term

- The Editorial Calendar dives deeper to create a granular view of each element of the work

Roadmap to B2B Revenue Growth

This is the 14 chapter playbook that outlines how to build a comprehensive, integrated revenue growth plan for today's B2B industrial markets....and shadow buyers. In addition to an introduction and summary, chapters include:

  1. Strategy
  2. Organization & Skill sets
  3. Buyers, Personas & Journeys
  4. Websites and Digital Footprint
  5. Keywords
  6. Content
  7. PR
  8. Distribution & Promotion
  9. Sales & Digital Body Language
  10. Sales Channel
  11. Global
  12. Valuation & Assets

I'm currently writing the guide and clients have full access to the manuscript as it's being written.

Revenue Growth Maturity Model

For some companies simply measuring themselves against where they were yesterday and where they want to be is enough. Others want to measure themselves against industry average and leaders.

In either case it's important to have a way to objectively measure organizational progress (in addition to revenue) and to identify areas of strength and opportunity to guide priorities.

My unique revenue growth maturity model provides that yardstick.

Continuously evolving along with technology and buyer expectations, it measures company competence (laggard, average, above average, excellent, extraordinary) in 20 major categories (and a number of subcategories) including:

  1. Organization
  2. Philosophy
  3. Strategy
  4. Value & Growth Mindset
  5. Sales Continuum - Awareness, Demand Gen, Lead Gen, Sales, Service
  6. Competitive Positioning
  7. Messaging
  8. Website
  9. Digital Methodology
  10. Tech Stack
  11. Sales Channel
  12. Personas
  13. Content Creation
  14. Distribution & Promotion
  15. Mobile
  16. Email
  17. Social Media
  18. Paid Ads
  19. Metrics & Reporting
  20. Global Reach & Localization

The foundational work of the engagement will synopsize the results including an evaluation according to the maturity model. That will provide a basis to track progress, but also guide decisions of emphasis and priority throughout the work.

Customized Framework

This maps the project level work - for a quarterly, semi-annual and annual perspective. There are a lot of tasks along the way, but managing resources and building tasks and skill sets sequentially is important to develop existing team members and to create a model which can be trained and replicated.

Translating the maturity model and priorities into a high level workflow, the framework allows us to stay on track toward the strategic goals.

Detailed Editorial Calendar

Sadly I find that most content marketing initiatives for manufacturers are simply a collection of ad hoc activities - tweets, blogs, videos, speeches and even whitepapers and books.

Strategy must be directly reflected in the smallest increments of revenue growth activity - and that means they must be woven together in a complex matrix of intent, target buyer, stage in buying journey, competitive opportunity, strategic goal, business objective and more.

The only way to do that is to incorporate all elements into an integrated execution document.

This is then translated into the task management platform in the toolkit.