The ArmatureEBS Framework™

Methods, Tools and Software For Growing Revenue With Precision – – Effectively, Efficiently, Predictably

The Genesis of The ArmatureEBS Framework™

After nearly 30-years of searching for a management solution for building sustainable revenue growth year-after-year, we found a framework in an unlikely place – – a college textbook that had set on my bookshelf for 30-years – – The Principles of Strategic Management.

The basic concept is that for a company, and its leaders, to achieve success year-after-year they need to proactively manage three strategic processes and twelve operating processes:

  1. Strategy – forecasting, planning, organization structure, and culture
  2. Execution – process, people, technology, and information
  3. Evaluation – tracking, analyzing, reporting, and process improvement

The Principles of Strategic Management are the foundation by CEO’s to build sustainable company success. So, shouldn’t your revenue growth approach should follow them to achieve revenue growth success.

Why Use The ArmatureEBS  Framework™?

To make it easy for you to understand and manage the three (3) strategic and twelve (12) operational processes that enable you to grow revenue with precision – – effectively, efficiently, and predictably

How Can The Principles of Strategic Management Help Growth Revenue?

Through the lens of The Principles of Strategic Management the root cause of revenue growth failure becomes clear.  We business leaders proactively manage and measure all levels within the framework they have a higher probability of succeeding. When they don’t, they don’t.

Here are a couple of examples.  If you are spending the majority of your time on:

  1. Managing salespeople and sales procedures it’s a safe bet that the other ten operating processes will operate ineffectively, inefficiently and unpredictably – – the result is unsustainable revenue growth.
  2. Managing forecasting and planning it’s a safe bet that the other ten operating processes will operate ineffectively, inefficiently and unpredictably – – the result is unsustainable revenue growth.

When Is The ArmatureEBS Framework™ Used?

The ArmatureEBS Framework™ is used across all stages of the business life cycle including:

  1. Innovation and Start-up
  2. Growth
  3. Process Improvement
  4. Restructuring
  5. Mergers and Acquisitions

The ArmatureEBS Framework™ For Developing Strategy

Sales Pipeline Funnel


  1. Revenue forecast including recurring/renewals and new customer acquisition
  2. Sales pipeline activity forecast
  3. Sales productivity forecast
  4. Sales staffing forecast
  5. Selling expense forecast


  1. Market/Industry plans
  2. Product and Service plans
  3. Pricing plans
  4. Customer plans
  5. Competitor plans
  6. Staffing plan
  7. Facilitating management plan
  8. Computer hardware plan
  9. Fleet management plan
Sales Planning

Organization Structure

  1. Sales channel structure
  2. Job structure and descriptions
  3. Sub-department structure
  4. Sales territory design
  5. Management span of control
  6. Decision-making authority


  1. Alignment with company values and purpose
  2. Behaviors, beliefs, and assumptions
  3. Company history understanding
  4. Office environment
  5. Camaraderie
  6. Celebrations
  7. Community involvement
  8. Decision-making consistency
  9. Communication
  10. Commitment

The ArmatureEBS Framework™ For Executing Strategy


  1. New Customer Acquisition
  2. Renewing Customers
  3. Cross-Selling and Up-Selling
  4. Winning Back Past Customers
  5. Customer Service
  6. Channel Partner Sales


  1. CRM system
  2. Marketing automation
  3. Customer service system
  4. Phone and auto-dialer systems
  5. Sales presentation library
  6. Knowledge management systems
  7. Productivity software
  8. Project management software
  9. Sales territory mapping
  10. Sales analysis and reporting software
  11. Human resource information system (HRIS)

Content & Presentations

  1. Awareness building content i.e. blogs, white papers, checklists, etc.
  2. Evaluation content i.e. case studies, data sheets, comparisons, etc.
  3. Company information i.e. brochures, website
  4. Product and service demonstrations, FAQs, etc.
  5. Pricing and proposals
  6. Promotional materials
  7. Contracts, terms, and conditions
  8. Customer service information

Sales Management Procedures

  1. Hiring the right salespeople and managers
  2. Onboarding new salespeople and partners
  3. Coaching salespeople and managers
  4. Compensating, rewarding, and recognizing
  5. Evaluating performance
  6. Selling skill training
  7. Product, service and pricing training
  8. Succession planning

The ArmatureEBS™ For Evaluating Strategy and Execution


  1. Metrics tracked and definitions
  2. Performance goals and benchmarks
  3. Database structure for tracking
  4. Data recording
  5. Automation for tracking sales data


  1. Sales data storage and feeds
  2. Cleaning sales data
  3. Hypothesis testing
  4. Gap analysis
  5. Recommendation development


  1. Data gathering for reports
  2. Report preparation
  3. Presentation of report
  4. Meeting management

Process Improvement

  1. Problem-solving facilitation
  2. Improvement prioritization
  3. Action planning for improvements
  4. Reporting on improvements
  5. Improvement meeting management