Revenue Architecture Alignment: A Blueprint for Effective Marketing and Sales

As business leaders pursue accelerated, predictable, and sustainable revenue performance, they look for ways to optimize their revenue architecture—the operating model for sales and marketing. They adjust their go-to-market strategy to meet changing market dynamics and gain competitive advantage, but they often fail to align their marketing and sales organization and the marketing and sales processes required to capture customer value.

Different business models require entirely revenue architectures, and businesses must design those revenue architectures to ensure alignment with their sales objectives. This is an ongoing alignment process because businesses continuously shift their business model. Such changes may include greater scale through efficiencies and standardization or increased margin through value enhancements. When business models change, they require corresponding adjustments to the underlying revenue architecture to achieve maximum business impact.

In this session, Sherwin Uretsky and John Stone will introduce the continuum of business models and how the dimensions of a revenue architecture must change and adapt to maintain alignment.

About The Speakers
Sherwin Uretsky is a 35-year veteran Chief Revenue Officer or Divisional Sales Leader. He has worked at several large enterprises and three early-stage venture-funded companies, where he led two of the companies to successful IPOs. Sherwin specializes in revenue model leadership for B2B, complex, high-consideration, product, and services companies.
Sherwin is a Managing Partner with Revenue Architects, a management consultancy and marketing agency assisting senior client teams in achieving high growth, predictable and sustainable revenue operations.

John Stone is a veteran management consultant and sales and marketing leader. He began his career as a “golden circle” IBM salesman, branch manager, and later management consultant with the IBM Consulting Group. Before starting Revenue Architects, John held a range of senior operating and management consulting positions with IBM, AT&T Solutions, Viant, and the PA Consulting Group.

In 2009, John launched Revenue Architects, a marketing and sales consulting agency with a vision to help businesses achieve more accelerated, sustainable, and predictable revenue performance. The team developed the Revenue Architecture methodology, a best-practice approach businesses use to reach the next level of integrated marketing and sales effectiveness.