Moderno Strategies works with manufacturers and other B2B companies to increase revenue by developing an integrated demand generation marketing and sales process that blends the science of engineering with lean continuous improvement principles to create integrated prospect-to-customer journeys.

A Lean Approach to Improving Profits

Moderno Strategies takes a lean approach to achieving your business goals. The process is to analyze existing data to find the largest gaps in the process a prospect goes through when first learning of your business to becoming a customer. Once these gaps are addressed then new priorities emerge that can be addressed when dictated by your budget and goals. This data driven approach allows you to quickly develop knowledge of what works and doesn't work for you business while making incremental, immediate improvements. 

The Customer Journey

One of the first things we do is to work with you to map the journey prospects take from the time they're first aware of a business problem or your business until they become a customer. 

Customer Journey Map

Every customer takes a unique path. The purpose of customer journey mapping is not to try to force prospects down a particular path, as this is impossible. The purpose is to create a framework to identify and prioritize improvements in your sales and marketing processes.

Gap Analysis

Resource limited small business executives are faced with too many choices on where to invest their marketing resources. We utilize a gap analysis to determine how to prioritize improvements.

Any holes you have in helping the customer along their journey have a negative, sometimes dramatic, impact on revenue.

We analyze your content and sales and marketing processes, and look at data that is available such as Google Analytics on your website and pipeline information in your CRM system. We'll work with you to make assumptions that can be tested when data is not available.


Email Marketing0-3-3
Offline Marketing-200
Social Media-300
Sales Process-30+2

Negative numbers represent gaps that are having a negative effect your revenue. Positive numbers are areas where you're allocating too many resources.

Create a Plan and Start Implementing

Lean continuous improvement processes emphasizes making small quick changes as quickly as possible so you can learn what works and improve what doesn't. We work with you to determine what can be done with existing resources you have, whether it's employees, freelancers, or agencies. A plan created for improvements that require additional resources, whether it's financial or personnel, that can be implemented when and if your budget allows.

What is Revenue Engineering?


ˈrevəˌn(y)o͞o    rev-uh-noo

The amount of money a company actually during a specific period. It is the top line or gross income figure from which costs are subtracted to determine profit.


enjəˈniriNG     en-juh-neer-ing

The branch of science and technology concerned with the design, building, and skillfully or artfully arrange for a desired event or situation to occur.

Revenue Engineering

A systematic approach to the design and implementation of a repeatable revenue generation process that can be measured, monitored, and improved.

Why Revenue Engineering?

Engineering consists of a methodical process to create a desired outcome. The engineering process consists of:

  1. Create a clear statement of the desired outcome that meets stated goals
  2. Analyze the current situation and identify constraints and assumptions 
  3. Develop one or more solutions that can create the desired results
  4. Run experiments to validate assumptions and the overall solution.
  5. Implement, Monitor, and Improve

Good engineering achieves the desired results in the simplest and most cost effective way possible. It breaks a big problem or project down into smaller components that can be individually resolved while keeping the big picture in mind.

The Moderno Process

We are a small dedicated team with general management, sales, lead generation, and digital marketing experience. Working together with you we can quickly develop a strategy and create the team needed to get it done.


Identify Goals

Create quantifiable goals that include revenue and profit goals and your budget.


Assess the Situation

Analyze your sales processes and pipeline, recent customer wins, and your marketing resources and activities.


Develop the Plan

The plan consists of short term activities that quickly create results and a longer term direction that requires certain milestones to be achieved.



Leverage existing internal and external resources to make small, incremental improvements that address the biggest obstacles to reaching your business goals.



Look at the numbers to see how we are doing. Measurement allows you to make informed decisions instead of relying on gut feel.



Make continuous improvement adjustments to current activities, reevaluate long term plans, and identify new short term activities.

Are you having trouble figuring out what you need to do to grow revenues?

We help companies align lead generation and sales processes to be more efficient creating new customers.

Should you:

Improve your website? Blog? How is email marketing working out for you, or have your started yet? What about social media? Are your sales reps effective? Are you having trouble hiring reps that can find prospects and close new sales?

Learn how we add logic to increase your revenue

Agency Services

You need to prove value to clients.
Frequently client revenue drops off after major branding initiatives are completed. But to be effective today brands need to be relevant to their prospects and customers. Being relevant means developing customized, personalized messages that are delivered at the right time. 
Moderno Strategies can help you create the strategy, and where required, develop the technical infrastructure, that leverages your creative expertise  to create ongoing value for our clients. 

We are a network of business growth consultants and marketing technology implementers working out of Portland, Oregon.

Ready to talk? Contact us!