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Why Revenue Matters: The Key Metric for Digital Journey Success

Welcome to the world of digital journeys! Whether you’re a seasoned marketer or a newcomer, we all know that in this ever-changing landscape, one thing remains constant: revenue reigns supreme. Today’s post will explore how businesses can navigate and leverage the digital maze to drive revenue growth. So please sit back, grab a cup of coffee and let’s dive into the exciting world of digital marketing, where success is measured by dollars earned! From harnessing the power of social media to optimising SEO strategies, we’ve got you covered.

What is a digital customer journey?

The digital customer journey is the process customers go through when interacting with a company through digital channels. It can include anything from visiting a website to using a mobile app or making a purchase. By understanding the digital customer journey, companies can optimise their digital channels to meet their customers’ needs better. 

The digital customer journey begins with awareness, where the customer becomes aware of a problem or need. They then move on to research, seeking information about potential solutions to their problem. Once they have decided on a solution, they enter the decision stage, where they choose which product or service to purchase. Finally, they take action and make the purchase. 

After making a purchase, the digital customer journey does not end. Companies must continue providing support and value to their customers to keep them happy and loyal. The goal is to create a lifelong relationship with the customer, resulting in repeat business and referrals.

How the digital customer journey combines marketing, sales, customer service silos

The digital customer journey is the path a customer takes as they interact with a company through digital channels. It encompasses all touchpoints, from discovery and awareness to purchase and post-purchase.

Digital journeys are becoming increasingly important as customers move more of their interactions online. Research shows that 91% of customers are willing to switch companies after one bad customer service experience.

A well-designed digital customer journey ensures that every interaction is positive and leads to conversions. Companies need to break down silos between marketing, sales, and customer service to do this.


Marketing aims to attract attention and generate interest in a company’s products or services. This is achieved through tactics like brand building, advertising, content marketing, SEO, and social media. Once a potential customer is interested, it’s up to the sales team to close the deal.


The sales team’s job is to turn interested prospects into paying customers. They do this by building relationships, answering questions, and handling objections. A good salesperson will ensure the customer understands the value of what they’re buying and why it’s the best choice.

Customer Service: 

Once a sale is made, it’s up to customer service to keep the customer happy. This department handles product support, returns/exchanges, and warranty claims.

Why revenue reigns supreme

Revenue is the lifeblood of any organisation, and digital journeys are no different. Without revenue, there is no company to invest in digital transformation, no product or service to sell, and no reason for customers to interact with your brand. In other words, revenue reigns supreme.

Revenue should be the primary focus of any digital journey for a few key reasons. First and foremost, revenue allows companies to invest in and execute their digital transformation plans. Additionally, revenue growth fuels innovation and will enable companies to improve their products and services continuously. 

Finally, revenue is the ultimate metric by which a company’s success is judged.

While there are many important factors to consider when embarking on a digital journey, at the end of the day, revenue will determine whether or not the journey is successful.

Creating a digital strategy based on revenue

The first step in creating a digital strategy based on revenue is to identify your company’s overall revenue goals. Once you know how much revenue you need to generate, you can develop a plan for achieving that number. There are various ways to increase revenue, so you must consider all your options and choose the ones that will work best for your business.

One way to increase revenue is to sell more products or services. Strategies include price increases, product extensions, finding new customers, or selling more existing products or services.  

Once you’ve identified how you want to increase revenue, you need to develop a plan for implementing them. This plan should include specific tactics and timelines for each goal. For example, suppose you want to increase sales by 10% this year. In that case, you’ll need to determine how many new customers you need to find and what marketing campaigns will attract them. 

By developing a digital strategy based on revenue, you can ensure that your company is on track to meet its financial goals. 

How digital impacts revenue at marketing, sales and customer service touchpoints

Digital has emerged as the clear revenue driver across marketing, sales and customer service touchpoints. In fact, according to a recent study by Forrester, digital customer service interactions will increase by 40%. This shift is driven by customers more comfortable researching and buying products online before engaging with a company representative.

Companies must ensure that their digital channels deliver a seamless and positive customer experience at every touchpoint to keep up with this trend. An example of this in real life could be a well-designed website that is easy to navigate, has relevant and engaging content that speaks to the customer’s needs, and provides easy-to-navigate lead generation channels, chat prompts, and helpful customer service content when needed.

When done right, digital can be a powerful revenue driver for any company. If you’re unsure where to start, contact a digital marketing agency that can help you assess your current state and develop a plan to get you where you need to be.

The media industry should be your discovery tool, not your database.

In the age of digital transformation, customers are in control. They have more choices than ever before and are using that power to seek out the best possible experiences – this is terrible news for businesses that rely on traditional marketing tactics to reach their audiences. 

Outdated methods like spray-and-pray advertising and one-size-fits-all messaging don’t work anymore. It uses traditional marketing methods in a digital economy. 

The good news is that there is a better way. The media industry should be your discovery tool, not your database. By using media to understand your audience and reach them where they are, you can create more relevant, targeted content that will resonate with them. And when you do that, you’ll see a significant increase in ROI.

Here’s why the media industry should be your discovery tool:

1. You’ll get to know your audience better.

2. You’ll be able to segment your audience more effectively.

3. You’ll reach your audience where they are spending their time.

4. You can track your results and adjust your approach accordingly.

Customer data is your backbone.

As a business, you are nothing without your customers. They are the ones that keep you afloat and enable you to grow. Therefore, you must treat and nurture them well throughout their journey with your brand.

That’s where customer data comes in. By tracking and understanding your customer’s behaviour, you can give them the best possible experience with your brand. And when they have a positive experience, they’re likelier to continue doing business with you and even recommend you to others.

There are a few key things you should keep in mind when it comes to customer data:

First, make sure you collect as much data as possible. The more information you have on your customers, the better equipped you’ll be to understand their needs and provide them with an exceptional experience.

Second, don’t be afraid to use data-driven marketing techniques to reach your customers. With the right tools, you can target specific groups of customers with highly personalised messages that are more likely to resonate with them.

Finally, remember that customer data is only valuable if you use it effectively. Make sure you have systems and processes to help you make the most of the information you collect. If done right, leveraging customer data can be a powerful way to improve your business’s bottom line.


Companies must understand that revenue reigns supreme in digital journeys and that consumer engagement is critical. The digitisation of commerce has presented a unique opportunity for companies to drive revenue and keep customers engaged. By understanding the customer journey, utilising AI-powered technology, leveraging data science techniques to identify market trends, optimising messaging campaigns, and delivering personalised experiences, businesses can unlock their potential for increased effectiveness and ROI.


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