Revenue Disruption delivers bold new strategies to transform corporate revenue performance and ignite outsized revenue growth. Today's predominant sales and marketing model is at best obsolete and at worst totally dysfunctional. This book offers a completely new operating methodology based on a sales and marketing approach that recognizes the global technological, cultural, and media changes that have forever transformed the process of buying and selling. The dysfunctional state of today's corporate revenue creation model results in trillions of dollars in lost growth opportunities. Revenue Disruption examines the problems of the current model and offers real-world solutions for fixing them. It lays out a detailed plan that businesspeople and companies can use to fundamentally transform their sales and marketing performance to win this century's revenue battle.
Revenue Disruption
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Book Description
Strategies for any company to transform its sales and marketing efforts in a way that truly accelerates revenue growth
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Editorial Reviews
Review
'...a fresh perspective on how businesses look at the roles of sales and marketing, and offers a blueprint to drive growth by aligning both around the revenue cycle... he frames a compelling argument for why business leaders should understand why they matter' (B2B Marketing, March 2013)
From the Inside Flap
The way that most corporations create revenue today is obsolete, if not dysfunctional. Global technological, cultural, and media changes have forever transformed the process of buying and selling, and have left marketing and sales leaders struggling to keep up. The results are squandered growth opportunitiesand trillions in lost revenue. Yet after years of a weak economy, volatile financial markets, and lingering high unemployment, genuine revenue growth must be a priority for every business. Executives can no longer resort to cost-cutting to improve bottom-line business performance. They need bold new strategies to transform corporate revenue performance and ignite outsized revenue growth.
Revenue Disruption shows business leadershow to seize opportunity created by fundamental changes in buying, wrought by the web, digital media, mobile devices, and social networks. Its breakthrough Revenue Performance Management, or RPM, approach shatters outdated practices for marketing and sales and provides the blueprint for a far more effective revenue process for companies big and small. This revolutionary approach recognizes the seismic shift in the process of buying and selling. It examines the current model and offers real-world solutions for fixing it. Then, it lays out a detailed plan that can profoundly transform your sales and marketing performance to win this century's revenue battle.
It's an ambitious goal. But companies worldwide have already put this plan into action—and those who do see their revenue-generating capacities increase, some by as much as 40 percent. Disrupt the status quo, and start your own revenue revolution.
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More About the Author
Phil Fernandez is cofounder, President, and CEO of Marketo, a global leader in revenue performance management solutions, recently named one of "America's Most Promising Companies" by Forbes. A Silicon Valley veteran, Phil has over 30 years ofexperience in building and managing breakout technology companies. Prior to Marketo, Phil was president and COO of Epiphany, a public enterprise software company known for its visionary marketing products. For each of the last three years, the Sales Lead Management Association named him one of the "50 Most Influential People in Sales Lead Management."
Customer Reviews
Most Helpful Customer Reviews
9 of 9 people found the following review helpful
By Brock Butler
Format:Hardcover|Amazon Verified Purchase
Thirty years ago I was a sales rep for IBM when cheap information technology and management science transformed manufacturing performance. Since then manufacturing quality and productivity has soared from 30% to 99%. This performance revolution has spread to every enterprise operation, with the exception of sales and marketing... Until now.
Your prospect goes to the internet to research business solutions. This change in buyer behavior has opened the door to powerful new information and automation technologies that have the potential to revolutionize revenue performance; and Mr. Fernandez provides the first step in the evolution of a new more systematic structure or framework that you can use to integrate, measure, optimize and automate your single marketing-to-sales revenue process.
This book is not perfect. RPM is in its infancy and Mr. Fernandez is as prone to bias and narrow thinking as anyone. Mr. Fernandez's company, Marketo, sells to Marketing Officers. As a result their vision is noticeably marketing-centric. Many of his processes will be an improvement for your company, especially in your marketing department... but they are not the optimum revenue process model. But, like Mr. Fernandez points out, RPM is a journey not a destination. RPM will evolve... quickly.
Read this book or die like a dinosaur. The RPM train is leaving the terminal and early adopters will gain an insurmountable competitive advantage.
Your prospect goes to the internet to research business solutions. This change in buyer behavior has opened the door to powerful new information and automation technologies that have the potential to revolutionize revenue performance; and Mr. Fernandez provides the first step in the evolution of a new more systematic structure or framework that you can use to integrate, measure, optimize and automate your single marketing-to-sales revenue process.
This book is not perfect. RPM is in its infancy and Mr. Fernandez is as prone to bias and narrow thinking as anyone. Mr. Fernandez's company, Marketo, sells to Marketing Officers. As a result their vision is noticeably marketing-centric. Many of his processes will be an improvement for your company, especially in your marketing department... but they are not the optimum revenue process model. But, like Mr. Fernandez points out, RPM is a journey not a destination. RPM will evolve... quickly.
Read this book or die like a dinosaur. The RPM train is leaving the terminal and early adopters will gain an insurmountable competitive advantage.
7 of 7 people found the following review helpful
5.0 out of 5 stars
How and why Revenue Performance Management (RPM) can help achieve sustainable growth and profitability
June 13, 2012
Format:Hardcover
The title of this book probably attracted your attention (and thus served its purpose) but you'd be well-advised to ignore it. The subtitle offers a better indication of why Phil Fernandez wrote the book: To identify and explain a number of game-changing sales and marketing strategies to accelerate what I would have characterized as "profitable" growth, given the fact that ego-driven growth, growth at any cost, has ruined countless companies.
Fernandez's specific focus is on buyer-centric initiatives that take into full account the real-world dynamics of today's purchase decision process.
Long ago, I concluded that, because sales and marketing are so different in terms of their nature and function, they should be viewed - and conducted - separately. Each requires a quite different mindset. All that remains true, except....
Except that, as I have realized in recent years, the shift of power has shifted from the seller to the buyer. That shift requires that sales and marketing be viewed - and conducted - as separate but [begin italics] interdependent [end italics] areas of operation whose strategies and tactics must be coordinated with meticulous care. Fernandez apparently agrees. As he observes, "Far from operating as solo hunters, salespeople today must instead be hyper-connected. They need to link up with fellow sales professionals, as well as to their colleagues from marketing, research, customer support, and technology. Most importantly, they need access to the same information sources and online social networks that their prospects are almost certainly using.... Read more ›
Fernandez's specific focus is on buyer-centric initiatives that take into full account the real-world dynamics of today's purchase decision process.
Long ago, I concluded that, because sales and marketing are so different in terms of their nature and function, they should be viewed - and conducted - separately. Each requires a quite different mindset. All that remains true, except....
Except that, as I have realized in recent years, the shift of power has shifted from the seller to the buyer. That shift requires that sales and marketing be viewed - and conducted - as separate but [begin italics] interdependent [end italics] areas of operation whose strategies and tactics must be coordinated with meticulous care. Fernandez apparently agrees. As he observes, "Far from operating as solo hunters, salespeople today must instead be hyper-connected. They need to link up with fellow sales professionals, as well as to their colleagues from marketing, research, customer support, and technology. Most importantly, they need access to the same information sources and online social networks that their prospects are almost certainly using.... Read more ›
5 of 5 people found the following review helpful
By Gary Lee
Format:Kindle Edition|Amazon Verified Purchase
"A marketing demand generation professional's job is no longer to find buyers, it is to help buyers find you". This quote is taken from what I feel is the strongest chapter in this book titled "Seed Nuturing". Fernandez has given the reader great material for thinking through Revenue as a function, and how to create a process around creating revenue. Fernandez has also properly stayed away from promoting his own company's solution in the book, which I applaud him for.
All in all, this book is one for CEOs, CMOs, CROs, head of sales and anyone tasked with demand generation within a company. My copy is earmarked with many notes and highlights, and I will be taking a second read of this in the days ahead.
All in all, this book is one for CEOs, CMOs, CROs, head of sales and anyone tasked with demand generation within a company. My copy is earmarked with many notes and highlights, and I will be taking a second read of this in the days ahead.
1 of 1 people found the following review helpful
By TheMayor
Format:Kindle Edition|Amazon Verified Purchase
Easy to out down. Did not get anything from it. This was not a good use of money. In fact buying this was ax expense disruption.
Format:Hardcover|Amazon Verified Purchase
Revenue Performance Management (RPM) is an increasingly discussed topic, but surrounded with a lot of confusion and parochial interests. Revenue Disruption is clearly the single best text on this topic and delivers an objective and convincing business case as to why this business development strategy is absolutely critical. I've spoken to many thought leaders and executives on this topic, and there is no greater authority than Phil Fernandez. He's been leveraging and advocating RPM for many years, and shares much of his wisdom in this book. It's a 'must read' for sales and marketing leaders.
Format:Hardcover|Amazon Verified Purchase
Business book of the year for me. Revenue growth is not only the most important objective right now but also the hardest to do. "Revenue Disruption" is an amazing resource for improving revenue production. The book is built upon two premises, 1) Power has shifted from seller to buyer is a profound and permanent way"; 2) Today most businesses "don't see revenue as the product of a designed, measure and optimized process."
"Your targeted buyers started making up their minds before you even know you existed." This is the reason that direct sales forces are no longer enough to ensure top-line revenue objectives are met. "Creating Revenue is a collaborative enterprise between marketing and sales teams." 'Revenue Disruption' actually has a solid method, with case studies, empirical data, and an action plan to bridge the gap between all silos of a company, especially the gap between sales and marketing. We've known the need for years but few practical solutions have been offered. This book is the best on the subject I've ever read.
"Today's buyers see most sales encounters as a waste of time. So the question that marketing and sales leaders should be asking is, 'how do buyers really go about buying?'"
"Sales resources are relatively expensive. To provide the highest value, sales should not engage with prospects until those prospects are ready to engage with sales. Sales interactions should start relatively late in the pipeline, once lease have already been well qualified."
"Sales personnel not only need to 'always be closing' and 'always be helping' but also need to 'always be prioritizing.... Read more ›
"Your targeted buyers started making up their minds before you even know you existed." This is the reason that direct sales forces are no longer enough to ensure top-line revenue objectives are met. "Creating Revenue is a collaborative enterprise between marketing and sales teams." 'Revenue Disruption' actually has a solid method, with case studies, empirical data, and an action plan to bridge the gap between all silos of a company, especially the gap between sales and marketing. We've known the need for years but few practical solutions have been offered. This book is the best on the subject I've ever read.
"Today's buyers see most sales encounters as a waste of time. So the question that marketing and sales leaders should be asking is, 'how do buyers really go about buying?'"
"Sales resources are relatively expensive. To provide the highest value, sales should not engage with prospects until those prospects are ready to engage with sales. Sales interactions should start relatively late in the pipeline, once lease have already been well qualified."
"Sales personnel not only need to 'always be closing' and 'always be helping' but also need to 'always be prioritizing.... Read more ›
Most Recent Customer Reviews
5.0 out of 5 stars
A revolution is an idea which has found its bayonets - get yours here.
At last!!!! Someone has written a book on how to align sales and marketing toward revenue. The author of this easy to read book is CEO of Marketo - which offers software to... Read more
Published 10 months ago by Reg Nordman
4.0 out of 5 stars
Great Read For Marketing Professionals and Executives
The book is a great piece of content marketing as well as a helpful summary of where the marketing industry is at, and is heading. Read more
Published 12 months ago by Gswamy
5.0 out of 5 stars
Revenue Disruption: Helped us to reposition the company
I read the book from first page to the last. We were struggling to understand how to position [...]edocr.com into an evolving market. Read more
Published 12 months ago by ManojRanaweera
5.0 out of 5 stars
Great Content and Tone!
This booked is filled with real world examples and is extremely approachable.
While most business books provide theory, this book provides concrete suggestions for how to... Read more
While most business books provide theory, this book provides concrete suggestions for how to... Read more
Published 13 months ago by Robert T. Vasan
Front Cover | Front Flap | Table of Contents | First Pages | Index | Back Flap | Back Cover | Surprise Me!
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