Scaling the Revenue Engine

by Tom Mohr

Overview

The prevailing model of revenue generation conceives of marketing, sales, customer success, finance, and product development as separate activities. But two years of in-depth research and extensive input from world-class practitioners makes clear that the prevailing model is broken. In Scaling the Revenue Engine, Tom Mohr shows that best practice revenue engines are built as whole systems, bounded by unit economics, with end-to-end workflows and data flows that support orchestrated prospect and customer engagement. Every step is tracked by metrics. Teams leverage data to continuously improve everything. Mohr gives CEOs and their teams the tools and frameworks they need to scale. He maps out every component of a successful revenue engine and provides practical advice for making engine improvements at every stage of a company, for every variation of business model. Scaling the Revenue Engine is a comprehensive, practical, and powerful tool for business acceleration.

Product Details

ISBN-13:	9781543948998
Publisher:	BookBaby
Publication date:	10/02/2018
Sold by:	Barnes & Noble
Format:	eBook
Pages:	304
File size:	8 MB

About the Author

Tom Mohr has a diverse background as a CEO coach, serial entrepreneur, and Fortune 500 executive. In his role as founder and CEO of CEO Quest, he leads a team of top-tier tech CEO coaches in Silicon Valley, New York, and Los Angeles. CEO Quest coaches provide expert advisory support to CEOs on their journeys of company building. Prior to CEO Quest, Mohr co-founded Digital Air Strike. Over six years, he raised a lot of VC money and scaled the company from whiteboard concept to profitability, with 2000 auto dealer customers. Previously, he was president of Knight Ridder Digital, a Fortune 500 subsidiary, and sat on the boards of CareerBuilder, Cars.com, Apartments.com, and ShopLocal. He has been at the helm of companies and divisions at every stage of company building, from zero revenue to $300M. Mohr is author of two other books— People Design and Funding & Exits. He is currently at work on his fourth book. He lives in San Jose, CA with his wife Pageen (CEO Quest's controller). They have two adult children, Jack and Mary Catherine.

Table of Contents

Preface ix

1 Revenue Engine Overview 1

2 Revenue Engine Maturity Model 13

3 Mission, Vision, and Values 25

4 Customer Segmentation 33

5 Value Proposition 45

6 Competitive Positioning 53

7 Brand Identity 65

8 Product 83

9 Pricing & Packaging 95

10 Prospect & Customer Journey 109

11 Channel Architecture 115

12 Unit Economics 131

13 Financial Plan 145

14 Tools 155

15 Information Architecture 171

16 Messaging Schema 183

17 Organization Design 201

18 Top of Funnel 215

19 Mid Funnel 227

20 Bottom Funnel 237

21 Launch 249

22 Stabilize 257

23 Expand 265

24 Building the Revenue Engine While Running It 275

Notes 283

Acknowledgments 289

About Tom Mohr 291

About CEO Quest 293