Like many organizations, you’re probably behind on your marketing, sales and revenue goals and need to focus every minute and dollar to getting caught up. Marketing wants more budget. SDRs want more leads and AEs want more opportunities. Your executive team and investors want more results, faster! Well, next month and next quarter quickly become this month and this quarter, and everybody is coming to collect.

Uploading lists and pushing ‘SEND’ is not the answer. Many marketing and sales talking-heads default to technology and automated workflows as the panacea for all pipeline problems. However, very few diagnose why the three-leg table of People, Process, and Technology is written in that order for a reason. What the social media gurus and self-proclaimed coaches fail to mention is that without a proven, dirt under the nails revenue management expert focused on business impact and value across the organization (HR, product, marketing, sales, legal, customer success), these myopic recommendations only prolong the the inevitable.

The Revenue Architect

Imagine you want to build your dream home. Before you finalize your blueprint, wouldn’t you want an experienced, master home builder to come on site and review it with you? Before you start pouring the concrete for the foundation, the expert builder would make some recommendations, give you some tips, and prioritize some of the tasks. An investment in tapping this expert resource is worth its weight in gold — saving you from protracted and expensive learning cycles, headaches, frustrations, and costly delays down the road.

That’s the role of a Revenue Architect. Performs gap analyses and audits and provide you with recommendations that you can use to ensure that you are building upon a solid foundation and framework. Ensure all stakeholders have the same baseline of knowledge and that expectations are understood across teams. When you are building a home, you have hundreds, if not thousands of considerations and new ones pop up each day. The same holds true for Revenue Generation/Operations”. Don’t go into these long-term and costly investments only partially prepared.

The Revenue Blueprint: Prescriptive Plans for Financially Sound Revenue Growth

Workshops, Use-Cases, Primary Research & Recommendations, Pilots, Fractional & Interim Engagements


  • Define/Agree Upon Revenue ‘Success’.
  • PEOPLE: Talent & Team Building. Recruiting, Motivation. Retention.
  • PROCESSES: Baseline Assessments, Gap Analysis. Improvement Recommendations.
  • TECHNOLOGY: Vetting & Recommendations. Vendor Negotiation. Implementation.
  • Revenue Frameworks, GTM Strategies. Management and Operations.
  • ICP, Personae, USP, Segmentation, Messaging, Content, Channel Development.
  • Data: Types, Sources, Systems of Record.
  • Strategic Partnership and Ecosystem Development.
  • Cross-Functional Change Management.
  • Revenue Turnaround Plans & Execution.

Not every company thinks it can afford a bankable Chief Marketing/Revenue Officer, but every company needs financially sound revenue growth. You can keep talking or start building. The choice is yours.

Let’s survey your revenue site today.

About Robert

Executive, advisor and revenue growth partner driving business impact and value for global SaaS vendors, systems integrators, and technical agencies. 20-year track record of global enterprise marketing and sales success directly linked to creating new company wide revenue enablement cultures. Robert has developed and led diverse teams of b2b domain experts providing proven-practice recommendations and solutions with regards to: GTM strategy, marketing/sales/revenue operations, ROI data analysts, technology implementation, and cross-functional change management, and is well versed with the complexity, length, and risks of enterprise buying and sales cycles which has produced over $500M in accelerated pipeline value. Not every organization thinks it can afford a proven, bankable CMRO, but every organization needs financially sound revenue growth.

jrs (at)