Digitizing Revenue Growth: Plan Revenue Motions

By: Matt Greenstein Digital Transformation, Revenue Growth Strategy

The proliferation of technology has created new ways of engaging with customers. Part 1 of our Digitization series introduced four critical actions and the importance of understanding the buyer journey in digitizing the revenue growth model. How does that insight apply to strategic investments? Part 2 delves into the second critical action: planning revenue motions.

Revenue motions describe how a company connects with customers throughout their engagement with the organization. The second step in digitizing the revenue growth model is to plan which motion to deploy based on buyer journey research and anticipated ROI.

  • Marketing
  • Sales
  • Service

First, examine how customers educate themselves on new products and services. What key words do they search? What trade publications do they subscribe to? Who are key social media influencers? Chances are you’ll find a lot of commonalities to focus your marketing investments.

Next, consider how the target demographic buys products and uses that to drive sales motions. If a high-value client prefers a limited feature trial before buying, adapt your offerings to accommodate that preference. Self-service portals, freemiums and virtual demos are great ways to engage with these types of buyers.

Lastly, think about how the customer wants to engage post-sale and align your service motions and job roles to support those needs. Satisfied customers are more likely to maximize solution adoption and renew subscriptions which provide a continual revenue stream.

Planning revenue motions is a critical step in digitizing your revenue growth model. Understanding the target audience’s engagement preferences helps you invest in the most impactful motions across marketing, sales and service.

Visit the Alexander Group’s Digital Transformation webpage for more resources and insights on how to increase profitability and seller productivity by digitizing revenue growth.

Now Open! Participate in the 2019/2020 Digital Go-to-Customer Study. Discover industry trends, insights and frameworks on the digital impact on revenue growth, as well as recommendations for increased sales performance and growth in a digital environment.

Read Part 1 of this series.

Today’s Revenue Leaders Must Own the New Digital Customer Journey
Digital technologies are fundamentally changing the way customers engage with you, and if you don’t own it, it may well destroy you.

Digitizing the Revenue Growth Model™ Volume I

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Matt Greenstein

Matt Greenstein is a principal based out of the New York and Stamford offices. He works with clients across technology, life sciences and healthcare. He has responsibility for leading the firms Life Science and Analytical Instrument, Health Insurance, and Digital Transformation practices. His areas of focus include large scale transformation and integration across all commercial functions–tactical marketing, sales and service. Matt has global consulting experience and is known for his fact-based, hypothesis-driven, problem-solving style.

Matt has 10+ years of management consulting experience. Prior to joining the Alexander Group, Matt held sales and marketing leadership positions with a major information management company. Matt has a B.S. from Fairfield University and an MBA from the University of Connecticut. He is also a Certified Sales Compensation Professional.