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Revenue Disruption: Game-Changing Sales and Marketing Strategies to Accelerate Growth Hardcover – May 1, 2012


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Revenue Disruption: Game-Changing Sales and Marketing Strategies to Accelerate Growth + Predictable Revenue: Turn Your Business Into a Sales Machine with the $100 Million Best Practices of Salesforce.com + The Challenger Sale: Taking Control of the Customer Conversation
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Product Details

  • Hardcover: 224 pages
  • Publisher: Wiley; 1 edition (May 1, 2012)
  • Language: English
  • ISBN-10: 1118299299
  • ISBN-13: 978-1118299296
  • Product Dimensions: 9.1 x 6 x 0.6 inches
  • Shipping Weight: 14.4 ounces (View shipping rates and policies)
  • Average Customer Review: 4.5 out of 5 stars  See all reviews (13 customer reviews)
  • Amazon Best Sellers Rank: #638,255 in Books (See Top 100 in Books)

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The way that most corporations create revenue today is obsolete, if not dysfunctional.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 Its breakthrough Revenue Performance Management, or RPM, approach shatters outdated practices for marketing and sales and provides the blueprint for a far more effective revenue process for companies big and small.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.


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."

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Customer Reviews

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It's a 'must read' for sales and marketing leaders.
Chuck Schaeffer
The constant focus on revenue, sales and marketing was nice and the focus on strategic processes to generate and predict revenue is really useful.
Scott
He is right, each sales resource is very expensive and it should be talking to highly qualified leads.
Reg Nordman

Most Helpful Customer Reviews

9 of 9 people found the following review helpful By Brock Butler on May 4, 2012
Format: Hardcover 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.
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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.
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5 of 5 people found the following review helpful By Gary Lee on May 23, 2012
Format: Kindle Edition 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.
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2 of 3 people found the following review helpful By TheMayor on February 19, 2013
Format: Kindle Edition 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.
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By Zion Baptist on May 5, 2014
Format: Hardcover Verified Purchase
Very informative. Good historical background and ideas were on relevant and on point. Recommended read if your looking for a strategy on inbound marketing.
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Format: Kindle Edition Verified Purchase
When I read a business book I expect to come away with 2-3 big insights and 1-2 new systems for thighs/action. Mission accomplished. Worth the read.
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Format: Hardcover
As a marketer and salesman for a fledgling software company I'm always looking to sponge up information to help me and our company, this book was perfect. The constant focus on revenue, sales and marketing was nice and the focus on strategic processes to generate and predict revenue is really useful. Great book!
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