Customer Reviews


13 Reviews
5 star:
 (9)
4 star:
 (3)
3 star:    (0)
2 star:
 (1)
1 star:    (0)
 
 
 
 
 
Average Customer Review
Share your thoughts with other customers
Create your own review
 
 

The most helpful favorable review
The most helpful critical review


9 of 9 people found the following review helpful
5.0 out of 5 stars Read this book to transform your B2B revenue performance
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...
Published on May 4, 2012 by Brock Butler

versus
2 of 3 people found the following review helpful
2.0 out of 5 stars Yawner
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.
Published 19 months ago by TheMayor


‹ Previous | 1 2 | Next ›
Most Helpful First | Newest First

9 of 9 people found the following review helpful
5.0 out of 5 stars Read this book to transform your B2B revenue performance, May 4, 2012
Verified Purchase(What's this?)
This review is from: Revenue Disruption: Game-Changing Sales and Marketing Strategies to Accelerate Growth (Hardcover)
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.
Help other customers find the most helpful reviews 
Was this review helpful to you? Yes No


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
This review is from: Revenue Disruption: Game-Changing Sales and Marketing Strategies to Accelerate Growth (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."

These are several of the passages that caught my eye:

"Core Marketing Strategies Take Shape" (Pages 13-14)
"Encouraging Collaborative Communication" (42-44)
"Driving Growth by Changing the Marketing and Sales Dynamic" (62-64)
Actions from sales playbook to help marketing professionals become as closely tied to revenue (88-90)
"Revenue Cycles in Depth" (108-112)
"Building Engagement and Developing Relationships with Lead Nurturing" (127-131)
Steps to creating a high-performance revenue team (142-143)
"Go with the Flow: Measuring the Revenue Cycle" (154-157)
Benefits of Revenue Performance Management (RPM) platforms for change (166-170)
"RPM as a CEO Imperative" (182-183)
Various perspectives on the role of a Chief Revenue Officer (CRO), Pages 200-201

I appreciate Fernandez's provision of mini-profiles of what he characterizes as "Revenue Revolutionaries" whose game-changing sales and marketing strategies have helped to accelerate sustainable revenue growth. I also admire his skillful use of a "Key Points" section that concludes each of the 27 brief but remarkably substantial chapters. They facilitate, indeed expedite frequent review of key points.

One of Phil Fernandez's most important themes in this book is the need for constant and continuous evaluation of one's sales and marketing strategies, to be sure, but also a willingness to make major changes in one's strategic thinking and, if necessary, modification and even replacement of the strategies themselves. To paraphrase Joseph Schumpeter, "creative destruction" and "creative disruption" are synonymous.
Help other customers find the most helpful reviews 
Was this review helpful to you? Yes No


5 of 5 people found the following review helpful
5.0 out of 5 stars Thought provoking for today's marketing and sales pros, May 23, 2012
By 
Verified Purchase(What's this?)
"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.
Help other customers find the most helpful reviews 
Was this review helpful to you? Yes No


2 of 3 people found the following review helpful
2.0 out of 5 stars Yawner, February 19, 2013
Verified Purchase(What's this?)
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.
Help other customers find the most helpful reviews 
Was this review helpful to you? Yes No


4.0 out of 5 stars great easy read, May 5, 2014
Verified Purchase(What's this?)
This review is from: Revenue Disruption: Game-Changing Sales and Marketing Strategies to Accelerate Growth (Hardcover)
Very informative. Good historical background and ideas were on relevant and on point. Recommended read if your looking for a strategy on inbound marketing.
Help other customers find the most helpful reviews 
Was this review helpful to you? Yes No


4.0 out of 5 stars several key insights and a few good systems too, February 23, 2014
Verified Purchase(What's this?)
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.
Help other customers find the most helpful reviews 
Was this review helpful to you? Yes No


5.0 out of 5 stars Great Book for Marketing and Sales Leaders, July 9, 2013
This review is from: Revenue Disruption: Game-Changing Sales and Marketing Strategies to Accelerate Growth (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!
Help other customers find the most helpful reviews 
Was this review helpful to you? Yes No


5.0 out of 5 stars The Text Authority for Revenue Performance Management, June 1, 2013
Verified Purchase(What's this?)
This review is from: Revenue Disruption: Game-Changing Sales and Marketing Strategies to Accelerate Growth (Hardcover)
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.
Help other customers find the most helpful reviews 
Was this review helpful to you? Yes No


5.0 out of 5 stars Revenue - the must have, learn how to get it, April 24, 2013
By 
Verified Purchase(What's this?)
This review is from: Revenue Disruption: Game-Changing Sales and Marketing Strategies to Accelerate Growth (Hardcover)
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.' To put it more bluntly, sales professionals achieve maximum efficiency when they can cherry-pick among opportunities and allocate their time to the very best."

"While increasing sales is a hugely important goal, it is not a strategy in and of itself..[the critical element is] a focus on improving the company's sales and marketing effectiveness as a way to increase revenue performance."

Mr. Fernandez finishes his book with the admonition of "change happens when great insight combines with audacious action. 'Revenue Disruption' is an action plan of how to combine sales and marketing into one direct buying chain within an organization, capturing all business from awareness to multiple purchases. Excellent and worthwhile book to read.
Help other customers find the most helpful reviews 
Was this review helpful to you? Yes No


4.0 out of 5 stars Great Read For Marketing Professionals and Executives, June 15, 2012
This review is from: Revenue Disruption: Game-Changing Sales and Marketing Strategies to Accelerate Growth (Hardcover)
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. A great read for Marketo users, non-users, and any exec who is serious about effective, measurable, content marketing.
Help other customers find the most helpful reviews 
Was this review helpful to you? Yes No


‹ Previous | 1 2 | Next ›
Most Helpful First | Newest First

Details

Revenue Disruption: Game-Changing Sales and Marketing Strategies to Accelerate Growth
$24.95 $19.01
In Stock
Add to cart Add to wishlist
Search these reviews only
Rate and Discover Movies
Send us feedback How can we make Amazon Customer Reviews better for you? Let us know here.