Chris Walker hosts weekly Private Coaching Events for Vault Subscribers, which opens with covering important and timely industry observations.
First, he explains that every company, whether they realize it or not, uses an underlying operating model and data model that influences their marketing and sales processes. The operating model defines the steps and processes involved in achieving revenue goals, while the data model determines the KPIs that are measured to track progress and identify inefficiencies. Chris emphasizes the need for marketing leaders to understand and define their company's operating model and data model to ensure alignment and success in revenue strategy. He also highlights the impact of these models on the selection of tech tools and the execution of tactical marketing activities.
Key Takeaways:
-Operating models and data models are essential components of revenue strategy.
-Companies often default to the most widely accepted operating model, such as the lead-to-SQL process.
-Sales teams have well-defined operating models, while marketing teams often lack clarity in this area.
-Tech tools and vendors build their offerings based on existing operating and data models.
-Attribution models are influenced by the underlying operating and data models.
-ABM models require a shift from lead-based measurement to opportunity-based measurement.
-The five core stages of revenue strategy are operating model adoption, data model creation, strategy development, tech tool selection, and tactical execution.
-Alignment between revenue team members is crucial for success.
