The Revenue Team Model
Owner: Marketing Leadership
Key Participants: Sales Leadership, Content Team
Core Concept
"A Revenue Team brings together marketing, sales, and leadership to work toward one mission: making your brand the most known and trusted in your market."
— Marcus Sheridan, Endless Customers
The shift: Marketing and sales share ownership of the entire buyer's journey with shared goals, shared data, and coordinated handoffs.
Marketing's job: Make sales look great, sound great, and win more deals
Sales' job: Share buyer questions and objections weekly to inform content
Your Revenue Team
Team Structure
Marketing Function:
- Fractional CMO — Strategy, vendors, KPIs, facilitation
- Video Producer — Production, creative assets
- Content/SEO Lead — Writing, HubSpot, Assignment Selling library
Sales Function:
- Sales Director — Sales leadership, Assignment Selling execution
- Estimators, Interior Design, Coordinator — Support roles
How It Operates
Bi-Weekly Revenue Team Meeting
Attendees: Marketing Lead, Sales Lead, Content Manager
Duration: 60-90 min
Standing Agenda:
- Buyer questions & objections (Sales shares → informs content)
- Content performance review (what's working in Assignment Selling?)
- Editorial calendar planning
- Pipeline & conversion review
- Marketing metrics update
- Alignment action items
Tool: Revenue Team Meeting Agenda Template
Shared Metrics
Both teams measured on:
- Total qualified leads
- Lead-to-close conversion rate
- Average deal size
- Customer lifetime value (referrals, repeat)
- Cost per acquisition
Key Integration: Assignment Selling
| Element | Owner | Support |
|---|---|---|
| Sales process definition | Sales Lead | Marketing Lead |
| Content-to-stage mapping | Marketing Lead | Sales, Content |
| Content library organization | Content Manager | Sales feedback |
| Tracking & measurement | Marketing Lead | Sales data |
See: Assignment Selling for full framework
Why It Works
Traditional silos:
- Marketing and sales blame each other for poor results
- No shared ownership of buyer journey
- Inconsistent messaging from marketing to sales
Revenue Team:
- Shared accountability for revenue
- Content addresses real buyer questions (sales provides intel)
- Seamless experience from first touch to close
- Clear attribution and performance tracking
Sheridan's data: Prospects who engage with 30+ pages close at 80% vs. 25% for those who don't
Implementation Resources
- Read: Answering Hard Questions (Big 5) — Content sales team needs
- Read: Marcus Sheridan's [Endless Customers summary](../../Marketing Thinking Jay/Marcus Sheridan) or full book
- Tool: Revenue Team Meeting Agenda
The Revenue Team Model works because it aligns marketing and sales toward one goal: becoming the most known and trusted remodeler in your market.