- Hardcover: 224 pages
- Publisher: Wiley; 1 edition (May 1, 2012)
- Language: English
- ISBN-10: 1118299299
- ISBN-13: 978-1118299296
- Product Dimensions: 6.3 x 1.1 x 9.2 inches
- Shipping Weight: 14.4 ounces (View shipping rates and policies)
- Average Customer Review: 4.4 out of 5 stars See all reviews (15 customer reviews)
- Amazon Best Sellers Rank: #754,183 in Books (See Top 100 in Books)
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Revenue Disruption: Game-Changing Sales and Marketing Strategies to Accelerate Growth Hardcover – May 1, 2012
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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The way that most corporations create revenue today is obsolete, if not dysfunctional.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 Its breakthrough Revenue Performance Management, or RPM, approach shatters outdated practices for marketing and sales and provides the blueprint for a far more effective revenue process for companies big and small.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 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.
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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.
The book is well divided into sections providing insights into process, analytics, technology and people changes need for implementing revenue performance management. Case study is presented in some sections to detail the challenges faced, the solution implemented and the benefits. Each chapter at the end has “Key Point” to help quickly review the learnings from that chapter. This makes the book easy to re-read.
While the book may not present a universal blueprint for organizations, it does provide guidelines on what to address which needs to be customized for each business. Some sections of the book appears to be bit repetitive, but those are in place to make a certain point and build the story.
A book with helpful insights to both sales and marketing professionals who would like to venture into Revenue Performance Management!
"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.
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.