Outside-In™ Revenue Generation

Outside-In™ Revenue Generation is our proven approach to aligning and enabling all customer-facing roles to engage in and stay engaged across the buying journey lifecycle by creating a positive impact.

Revenue from the Outside-In™

The Outside-In™ Revenue Generation Framework is a way of aligning and coordinating the aspects of an organization that are required to optimally generate revenue by delivering value to customers. Without such a framework there is a danger that the critical components required to achieve this goal may not be orchestrated to operate as the well-oiled machine that is required for success in today’s customer-driven world.

As the name implies, the framework all starts by understanding the customer, and specifically each stage of their end-to-end buying journey lifecycle. This is key as requirements dramatically change across the buying journey. Different players become involved, their needs change, concerns that can slow or stop the journey can occur. How these players make decisions and what they value may also change. Thus, what we do, how we do it, and who does it across our organization also needs to change based on where the customer is in their journey.

Outside-In™ Revenue Generation

The foundation for the Outside-In™ Revenue Generation Framework are the stages of the specific market’s buying journey and then, for each of those stages, the activities that the customer is likely to engage in, the touch points where they reach out to third parties for information or guidance, the key players, and for each of these roles, what they value, their concerns and how they make their decisions.

Based on this foundation we can then build the six layers of the overall Revenue Generation Framework for each of the steps of the market’s buying journey.

1. Activities and Processes

Identifying the key activities in which we should engage and any processes or methods that help us achieve the goals of effectively engaging, staying engaged, and positively influencing the buying journey. These may be responding to customer interest or questions, outbound communication or collaboration with a prospect or buyer.

2. Information Flow

What are the key information flows, who needs what from whom.This includes the all-important market messaging that details the key messages for each of the players and the channel for delivering these messages. This is also bi-directional, what information should we be seeking to discover from the customer or prospect.

3. Skills, Knowledge, and Competencies

In order to achieve these activities and manage the interactions – what skills, knowledge and competencies will be required, and how will these be developed, maintained and supported.

4. Roles and Responsibilities

How to best organize to make this all happen. What will the lead and supporting roles be, where and what are the handoffs, and who is responsible for what?

5. Tools and Technologies

What tools and technologies will be required to enable each of the roles to effectively engage in the stated activities. This may include collateral, selling tools, and of course the overall technology stack.

6. Metrics and Measurement

What will be the key metrics that should be measured, managed, and optimized. Again, these are for each step of the buying journey.