Revenue Growth Headwinds – Time to Review Revenue Architecture

We have come out of 2023 and into 2024 with revenue headwinds.  According to the GTM Partners survey Benchmark Report https://hub.gtmpartners.com/gtm-research-guidance/go-to-market-benchmark-report-winter-2024

And 2024 Q1 was coming in Flat revenue. 

Time to do a checkup on two elements of your Revenue Architecture:

1.    Sales Model & Structure.

2.    Opportunity Execution – Provocative Selling

The must-read Revenue Architecture by Jacco van der Kooij, describes Enterprise SaaS sales more often requires Provocative Selling or sometimes known as Challenger Selling. 

When  presenting an innovative solution that challenges the status quo, you cannot  solely rely on the consultative process.

Provocative selling involves challenging the  customer's status quo. It's used when clients may not recognize a lurking  problem or its urgency. Instead of following conventional processes like  RFP/RFQ, provocative selling creates urgency by showing a customer they are  missing out on significant Impact, which creates a sense of urgency. 

When to use it? It's  particularly suited for addressing a CEO's major priorities, such as outpacing  competitors or entering new markets. However, this approach demands a deep  understanding of the customer's situation and extensive market and product  knowledge. The penalty for failure is significant.

One of the GTM motion mistakes leading to revenue underperformance is not using the correct selling approach with target customer opportunities.  If you are selling enterprise SaaS recurring revenue solutions then standardizing on the Proactive Selling approach is essential.

#RevenueArchitecture #Revenue Growth # Sales Performance @Jacco van der Kooij