How does the Revenue-Oriented Marketing Direction cycle work?

The cycle follows six steps: see, understand, decide, act, measure, and correct. Each round starts again from what the previous round measured.

Stage 0 is mandatory and lasts three weeks before any mechanism, campaign, or routine begins. It includes an extraction proof, a closed commercial baseline, and a scope gate.

Why test ERP or CRM extraction before starting?

Because the analysis depends on what the system actually exports, not on what it promises. The test records available data, format, and level of detail at the start.

What goes into the commercial baseline?

The baseline records active and inactive accounts, average purchase frequency, last-order recency, and quote-to-order conversion. It is closed at the end of Stage 0 and signed by both parties.

What happens if the extraction provides less data than expected?

The analysis scope is adjusted by mutual agreement before the work proceeds. The adjustment is documented, and the first cycle's fee does not change because of that limitation.

What materials does the company need to provide?

The company provides order history, account records, quotes and their outcomes when available, product lists, and current commercial materials. It also needs to provide access to commercial records and the people who make decisions.

Who participates in monthly execution?

Management, Marketing, and Sales participate because they bring priorities and budget, demand insight, and what happens inside the account. When one is missing, a decision can return as an unresolved item the following month.

How does the monthly meeting connect to the cycle?

The Smarketing Meeting is where understanding turns into decisions. What was measured in the prior round opens the agenda, and the decisions made there define execution until the next meeting.

Execution

How it works, step by step

A continuous cycle that turns the company’s own data into decisions, and a three-week Stage 0 that establishes what can actually be measured.

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01The cycle

Enxergar, Entender, Decidir, Agir, Medir, Corrigir

The work runs as a PDCA cycle with six named steps. It does not end: each round starts again from what the previous one measured.

Enxergar. Bring the commercial reality into view: which accounts buy, which stopped, which quotes went out and what happened to them.
Entender. Read the numbers against the borders between Marketing and Sales, where revenue is lost without an owner.
Decidir. Turn the reading into decisions, taken together in the monthly meeting, each with a named owner and a deadline.
Agir. Execute what was decided between one meeting and the next.
Medir. Compare the result against the baseline, not against impression.
Corrigir. Adjust the hypothesis and feed the next round.

What organizes the context of the company, its customers and its market throughout the cycle is the Prebound™ method. What keeps the cycle honest is the baseline established before anything starts.

Read what the Prebound method is

02Stage 0

Three weeks before any mechanism

Stage 0 is mandatory in every contract and lasts three weeks. It comes before any mechanism, campaign or routine. It has three parts: the extraction proof, the closed commercial baseline, and a gate.

The reason is simple: capturing the baseline costs very little, and not having it makes diagnosis impossible later, exactly when it is already late.

03Extraction proof

What the ERP or CRM really delivers

The first question of Stage 0 is not what the system promises, it is what comes out of it. We test the extraction from the client ERP or CRM and record what is actually available, in which format and at which level of detail.

A legacy system that only exports a partial order history changes what can be analysed. Knowing that in week one is a very different situation from discovering it in month six.

04Commercial baseline

Closed and signed by both parties

The baseline is the portrait of the commercial situation on the day the work starts. It is closed at the end of Stage 0 and signed by both parties, so that no later measurement depends on memory or interpretation.

Active accounts and inactive accounts, named and classified
Average purchase frequency
Recency of the last order per account
Quote to order conversion rate

This is also the list that separates what the cycle later recovers from what was already there. Without a signed baseline, that distinction cannot be made.

05The scope gate

Adjust in agreement before moving on

If the extraction turns out to be more limited than expected, the analysis scope is adjusted in mutual agreement before the work moves forward. The adjustment is discussed and written down, not absorbed in silence.

The value of the first cycle does not change because of that adjustment. The client does not pay more for a data limitation, and does not receive an analysis that pretends to have data it does not have.

06What the client provides

Materials, data and people

Stage 0 depends on the client for two things: access to the commercial record, and the presence of the people who decide.

Extraction from the ERP or CRM with the order history per account
Account register, with the sales rep or channel responsible for each one
Quotes sent and their outcome, when the record exists
Product and line list, to read mix per account
Current commercial materials, such as catalogue, price list and proposal model

On the people side, three areas take part: Gestão, Marketing and Vendas. Management brings the decision on priority and budget, Marketing brings the reading of demand and interest, Sales brings what happens in the account. When one of the three is missing, the decision returns as an unresolved topic in the following month.

07The Smarketing Meeting

The monthly ritual of the cycle

The Reunião de Smarketing is the monthly ritual where the cycle changes state. Gestão, Marketing and Vendas sit at the same table, look at the data and the evidence of their own business, and leave with decisions.

It is where Entender becomes Decidir. What was measured in the previous round opens the meeting, and what is decided in it defines what will be executed until the next one.

Start with Stage 0

Three weeks to know what your ERP delivers and to close the baseline that the cycle will measure against.

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