Revenue Stream Management (RSM) is a discipline or approach for Go-To-Market (GTM), that ensures strong alignment between the customer/market - and then our commercial functions for instance Marketing, Prospecting, Sales, Customer Success and Delivery. The purpose of RSM is to connect all functions involved in the company’s commercial activities, ensuring they work in coordination with each other and in-line with the overall company strategy. By doing so, it promotes a shared commercial mindset across the organization. In essence, Revenue Stream Management provides the operational structure needed to translate commercial strategy into focused and effective execution across the entire GTM organisation.
In Revenue Stream Management the focus is on managing Revenue Streams, rather than individual departments and Silo-based KPIs. A Revenue Stream represents how a specific group of customers perceives the value delivered through a defined set of our products and services. It captures the commercial ideas and perspectives that resonate with both prospects and existing customers.
Internally, a Revenue Stream serves as an alignment engine across the entire GTM teams interacting with customers. It ensures that value is communicated consistently while keeping the organization closely aligned. Everyone knows exactly how they contribute to the Revenue Stream and which tasks to prioritise.
A well-designed Revenue Stream ensures a coherent customer experience across all business functions throughout the customer journey. It delivers consistent, highly relevant messaging tailored to specific customer segments and personas, creating a clear “universe” that helps customers understand the value they receive - or expect to receive.
A Revenue Stream consists of some key elements, that need to be in place for successful execution: The Foundation, GTM and Engagement Assets, the intended customer motion (CTA) and the Work Items.
The first thing to do when designing and architecting a Revenue Stream is defining and describing the Foundation. The Foundation assets is about defining crystal-clear personas, segments, and commercial narratives.
The Foundation eliminates the 'Handover Gap.' It ensures that your GTM (Go-To-Market) engine isn't just fast - it’s heading in the right direction. This is the "Single Source of Truth" that aligns your entire organization.
The next thing to do when designing a revenue stream is the GTM & Engagement design: the process of selecting and building the specific activities (content, campaigns, call-scripts, sales meeting preparation, etc) needed for the Revenue Stream. The GTM & Engagement Assets is the bridge between your strategy and your revenue. If the Foundation defines who you are talking to and what you are saying, the GTM & Engagement Assets are the actual activities and preparation that brings it to market. They are the elements of the customer universe you are providing to the customer within the Revenue Stream context - all the way from first contact to final delivery.
What to consider in relation to GTM and Engagement Assets:
Every asset must have a defined function. In Revenue Stream Management, assets are categorize not by their format (PDF, Video, Email), but by their strategic intent:
Branding: Creating recognition and trust
Lead Magnets: Trading high-value insights for contact information
Intent drivers: Identifying prospects who are ready to solve their problems now - willing to make a purchase.
In Revenue Stream Management Call-to-Action Relationships are the "nervous system" of the Go-to-Market machine.
While most GTM Strategies struggle to show cohesion and looks at assets as individual "silos" (a separate blog, a separate webinar, a separate sales deck), Revenue Stream Management focuses on the links between them. A CTA is expressing our expected intent of the customer, which is key to move customer interest forward. So when designing a Revenue Stream it's important to clearly link all assets with CTA to drive customers further in the revenue stream - all the way from marketing to delivery.
Work items are the actual work that needs to be done in order to finalize a Revenue Stream and move from design to market ready. Eg. design a solution package, write a landing page, book an exhibition booth, call new prospect, prepare a personal demo, facilitate a workshop etc.
Each work item must be related to a specific Revenue Stream and Asset. Without an asset a Work Item is just a random task (e.g., "Write 500 words"). This makes it easy for the entire GTM team and management to understand how each individual work supports the overall strategic goals and which tasks to prioritise.
Revenue Stream Management is a discipline for Go-To-Market, where the focus is on managing revenue streams, rather than individual departments and KPI's. A Revenue Stream is defined by the value that the customer perceives to extract from the company deliveries. The main idea in revenue stream management is that the value perceived from a customer perspective can be very different from each customer to customer depending on their point of view. The revenue stream management process aims to ensure that we as a company understand those differences in the multiple customer perspectives and meet those perspectives with a coherent an aligned understanding all the way from initial contact to final delivery.
BIGR AI Platform is the first platform built specifically for Revenue Stream management.
It is designed to support the Revenue Stream management process and build revenue streams across your entire GTM organisation.
Learn more about BIGR Platform: