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Revenue Disruption: Game-Changing Sales and Marketing Strategies to Accelerate Growth Hardcover – May 1, 2012
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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The way that most corporations create revenue today is obsolete, if not dysfunctional.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 Its breakthrough Revenue Performance Management, or RPM, approach shatters outdated practices for marketing and sales and provides the blueprint for a far more effective revenue process for companies big and small.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 actionand 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.
Top Customer Reviews
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.
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 ›
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.
"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
Welcome to the world of Revenue Performance Management. The author starts by making a case of shifting of power from the seller to the buyer due to disruption caused by technology. Read morePublished 8 months ago by Aravinda
I read this on the recommendation of a friend, and I am glad I did. Very insightful view of the the changing landscape and expectations of marketing. Highly recommend.Published 8 months ago by Frank A.
Very informative. Good historical background and ideas were on relevant and on point. Recommended read if your looking for a strategy on inbound marketing.Published on May 5, 2014 by Zion Baptist
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.Published on February 23, 2014 by Webster Pilcher
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. Read morePublished on July 9, 2013 by Scott
Revenue Performance Management (RPM) is an increasingly discussed topic, but surrounded with a lot of confusion and parochial interests. Read morePublished on June 1, 2013 by MB
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 on February 19, 2013 by TheMayor
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 morePublished on August 14, 2012 by Reg Nordman
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 morePublished on June 15, 2012 by Gswamy