Your Organization Needs a New Revenue Model to Align Under

The breakdown in the traditional funnel. A funnel means different things to different commercial teams, including marketing, sales, customer success and customer service. This lack of alignment arises from the diverse goals of each team, leading to a siloed organization. Each team uses its interpretation of the funnel to meet its internal needs, and there’s often little communication or collaboration. While the funnel metaphor suggests continuity, in practical application for revenue generation, it’s anything but. In fact, it’s broken. 

Align under common revenue goals 

What if all commercial teams in your organization elevated their mission, aligning with each other under unified goals to better serve customers? Aligning on revenue generation is vital for business success. In this model, teams don’t just pass the hot potato or the buck, otherwise known as a lead. Instead, they work together, leveraging their expertise in the ways that best serve the prospect or customer: sharing data, communicating, strategizing and collaborating throughout the buyer journey. By setting clear, shared objectives, you can work toward common goals and achieve success together. 

The traditional funnel is only half the picture, and any organization that wants to succeed needs to expand their vision: Enter the bowtie, a model created by Winning by Design. Your teams can’t just be focused on acquiring customers; in fact, the best way to keep a customer is to grow a customer. Focus your attention equally after a customer has converted to make sure their experience with you turns them into a loyal advocate. When you get off defense and play offense, you pull different teams together to create real impact. 

This model requires a deep understanding of the unique needs and expectations of different buyer personas within the buying committees, and it involves tailoring strategies and messaging accordingly. By working together, you can optimize effort and resources—making the available budget work harder—while ensuring that every prospect or customer touch point is consistent, relevant and actionable within a cohesive buyer journey. With the support of leadership and cross-organizational accountability, commercial teams can create a seamless and efficient revenue generation process. This drives sustainable growth and long-term customer success.

So ditch the MQL. Foist the funnel. Revenue is more than just a number—it’s about putting your customers at the center.