Marketing success creates business value in five key areas. For marketing to have its greatest impact, multiple factors must converge. Bringing it all together in a cohesive, data-driven and scalable system can be incredibly powerful.

Frameworks like EOS (the Entrepreneurial Operating System) have proven effective for overall business operations. EOS has six core elements. It’s important to ensure that each piece is covered, and then continually optimized. Gaps in the framework reduce the overall effectiveness and outcomes.

At Pepper Group, we advise our clients to operate marketing with a similar approach. Our framework, The Revenue Tower^®, is a Marketing Operating System. It enables you to pull together business strategy, sales and marketing into a cohesive process. Like EOS, The Revenue Tower also has six elements. Instead of a wheel, however, they take the form of a skyscraper. Your marketing efforts need to continually attract prospects back and elevate them up the tower until they become customers. And once they are customers, you need to leverage marketing to retain and grow their business.

The Revenue Tower is a powerful framework for evaluating your current marketing efforts, identifying gaps and weaknesses. First, you’ll want to ensure that the levels are covered, and then you can prioritize and identify the highest-value opportunities.

As one example of this, we’ve often seen companies invest significantly in trade shows as a lead generation tactic. They have strong “Initial Engagement.” However, the next level up on The Revenue Tower, “Ongoing Engagement,” is weak. This means that the company gains several great new contacts at the show, but then they don’t follow up in a structured and deliberate manner. Eventually, those contacts forget about them, and vice versa, meaning that the investment and effort that went into building those connections in the first place didn’t generate the return on investment that it otherwise could have.

A few other examples we’ve witnessed include running a well-crafted digital marketing campaign but with a message that isn’t resonating; having a high close rate but low customer retention; performing good sales outreach but having a poor website that turns prospective customers off before you even knew they were interested; or having a strong sales team but weak tools for them to leverage. Each of these issues can be uncovered using the Revenue Tower framework, and addressing them will have a tremendous impact.

Through a Marketing Operating System like The Revenue Tower, we’ll work together to identify and fix those gaps to maximize your results. We’ll drive revenue, pursue an optimal customer mix, enhance culture and recruiting communications, develop operational excellence, and build the value of your brand. With the Revenue Tower as a framework, you’ll maximize your marketing results, increase efficiency and ROI, and build a higher enterprise value for your organization.

Get in touch to learn more about The Revenue Tower.