Consumer Marketing & Sales

At The Revenue Ranch Consulting, we specialize in helping businesses define and optimize their go-to-market strategy and commercial organization to achieve their revenue growth or profit improvement objectives. We understand that in both nascent and mature markets, companies face complex decisions when it comes to their go-to-market strategies, considering both direct and indirect models.

In nascent markets where the relevant channel infrastructure may be lacking, businesses may need to invest independently or form partnerships to build new routes to market. In mature markets, the distribution landscape may be evolving or consolidating, requiring careful selection of the go-to-market and commercial model that allows the business to effectively reach customers and capture maximum value across the distribution chain.

Our approach focuses on helping businesses find more effective and efficient ways to sell and service customers, which can be a crucial lever for driving revenue growth or profit improvement. We recognize that the channel landscape is evolving, with channels becoming more powerful, and businesses need to adjust or diversify their go-to-market strategies to protect their economics and ensure sustainable distribution in the future.

With the emergence of new digital and logistic capabilities, businesses now have the opportunity to directly serve end customers, reducing or eliminating the need for intermediaries. This not only improves the service provided to customers but also enhances margin economics. Furthermore, customer expectations for product and service quality are increasing, placing more pressure on sales teams and supporting functions. Meeting or exceeding these customer service requirements becomes a means for businesses to differentiate themselves and ensure long-term success.

We assist businesses in optimizing their go-to-market models by evaluating various options, including indirect and direct alternatives. Our process begins with a deep understanding of customer product and service requirements, the capabilities of different channels, and the resulting economics for both the customer and the provider. This allows us to define the right go-to-market model and optimize the commercial organization and investment by identifying the necessary resources to meet customer requirements and aligning them with strategic priorities.

Our services include:

• Mapping the channel landscape and evaluating distribution chain economics within a sector.
• Assessing existing or new go-to-market options based on strategic, commercial, and financial criteria.
• Modeling value chain economics for providers, intermediaries, and customers under different go-to-market scenarios.
• Identifying opportunities for businesses to develop new, technology-led models to directly serve their customers, reducing reliance on intermediaries.
• Aligning commercial roles, such as sales, account management, product specialists, marketing, technical support, and customer service, to deliver the value proposition to customers.
• Reviewing the structure and governance of commercial functions to ensure strategic alignment and improve cost-efficiency.
• Evaluating the allocation of commercial resources, including sales, marketing, and supporting functions, in line with strategic priorities.

By working with us, you can expect the following benefits:

• A customized go-to-market platform aligned with your business strategy and customer requirements, driving future growth.
• Improved ability to capture an increased share of the value your business creates for its customers.
• Enhanced commercial capabilities across the organization to consistently deliver on the customer value proposition.
• A more sustainable go-to-market strategy that ensures effective distribution to customers and reduces the risk of disintermediation by channels.
• Optimal resource allocation that drives increased return on sales and marketing investment.
• Reduction of overall sales and marketing costs, where appropriate, to improve profitability.

At The Revenue Ranch, we are committed to helping businesses optimize their go-to-market strategies and commercial organizations to achieve their growth and profitability goals.