The Revenue Acceleration Playbook

About the Author

Brent Keltner is a recognized expert in sales and marketing with extensive experience in building high-growth organizations. He is the founder and president of Winalytics LLC, a go-to-market and revenue acceleration consultancy. Keltner’s career spans across multiple industries, where he has honed his skills in creating personalized and authentic buyer journeys. His deep understanding of customer value and strategic revenue growth has made him a sought-after consultant and speaker in the field of sales and marketing.

Main Idea

In "The Revenue Acceleration Playbook", Brent Keltner emphasizes the importance of creating an authentic buyer journey that centers on the buyer's needs and values. He argues that traditional product-centered sales pitches are no longer effective in today's information-saturated market. Instead, Keltner introduces a framework that enhances personalization and authenticity across every stage of the buyer journey, from initial engagement to customer success. This approach not only improves sales outcomes but also fosters deeper customer relationships and sustainable growth.

Table of Contents

1. Introduction
2. Part 1: A Value Playbook and an Authentic Buyer and Customer Journey
3. Value Discovery as the Foundation
4. Value Mapping and Value Confirmation
5. A Value Playbook and Team-Level Playbooks
6. Part 2: An Authentic Buyer Journey and Revenue Outcomes
7. Prospecting as a Trusted Advisor
8. Selling into Buyer-Defined Value
9. Closing and Expanding on Value
10. Customer Success as a Revenue Driver
11. Part 3: Organizational Supports for an Authentic Buyer Journey
12. Three Revenue Teams, One Revenue Organization
13. Team-Based Skills Development
14. Conclusion

Introduction

In a market overwhelmed with information, product-centered pitches fail to connect with buyers. Brent Keltner's "The Revenue Acceleration Playbook" offers a refreshing perspective by advocating for an authentic buyer journey that prioritizes the buyer’s goals and values at every stage. This book provides a comprehensive framework for creating personalized and meaningful interactions across sales, marketing, and customer success, ultimately leading to higher revenue and growth.

Part 1: A Value Playbook and an Authentic Buyer and Customer Journey

Value Discovery as the Foundation

Value discovery is more than a sales activity; it’s an ongoing process across sales, marketing, and customer success. Keltner emphasizes that the real goal is to identify specific impacts that motivate buyers to act. By asking in-depth questions and understanding buyer goals—whether financial, organizational, or emotional—companies can tailor their approach to address these needs directly.

"The real goal of buyer discovery is to identify a specific buyer impact—financial, organizational, or emotional—that will motivate the buyer to invest the time, internal political capital, and funding to do something new." - Brent Keltner

Effective value discovery requires a deep understanding of the buyer's world. Keltner suggests that good discovery goes beyond surface-level questions and involves several layers of inquiry to uncover the true motivations and challenges of the buyer. This depth of understanding allows sales teams to connect with buyers on a more meaningful level and provide solutions that genuinely address their needs.

For instance, instead of simply asking about a buyer's goals, Keltner advises sales professionals to delve into the specific impacts these goals have on the buyer's organization. This could involve exploring financial metrics, organizational changes, or emotional drivers that influence decision-making. By doing so, sales teams can create a compelling narrative that resonates with the buyer and motivates them to take action.

Value Mapping and Value Confirmation

Value narratives are crucial for mapping buyer goals to products consistently. This process involves using short presentations and capability talk tracks to illustrate how a product can help achieve specific goals. It's essential to organize content into pathways that align with buyer goals, facilitating a seamless journey from interest to purchase.

"The highest momentum in your buyer and customer conversations comes from connecting all buyer personas to the same goal area while offering impact statements tailored to what each persona values most." - Brent Keltner

Keltner emphasizes the importance of value mapping and confirmation in maintaining momentum throughout the buyer journey. Value mapping involves creating narratives that link buyer goals to the product in a clear and consistent manner. This frees up mental energy for sales teams to focus on personalized and creative responses to each buyer's unique situation.

To illustrate the effectiveness of value mapping, Keltner provides examples of successful companies that have implemented this strategy. These companies use capability talk tracks and peer success stories to demonstrate how their products can help buyers achieve their goals. By presenting information in a structured and goal-oriented manner, they can engage buyers more effectively and move them closer to a purchase decision.