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Revenue Disruption: Game-Changing Sales and Marketing Strategies to Accelerate Growth

ISBN: 978-1-118-29929-6
224 pages
May 2012
Revenue Disruption: Game-Changing Sales and Marketing Strategies to Accelerate Growth (1118299299) cover image
Strategies for any company to transform its sales and marketing efforts in a way that truly accelerates revenue growth

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.

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Acknowledgments ix

Introduction xi

Part I THE PROBLEM: CAUSES AND CONSEQUENCES OF REVENUE DYSFUNCTION 1

Chapter 1 It’s the Buyer, Stupid 3

The New Showroom Floor 5

Chapter 2 The Selling Cry of the Lonely Hunter 7

It Takes a Village 8

Revenue as a Process 9

Chapter 3 Before and After Mad Men: A Brief History of Marketing 11

“They Laughed When I Sat Down . . .” 12

Core Marketing Philosophies Take Shape 13

The Good, the Bad, and the Ugly 15

Chapter 4 Demand Generation Emerges 17

Big Data Spawns Demand Generation 18

The Rise of “Left Brain” Marketing 19

Chapter 5 Sales Is from Mars, Marketing Is from Venus 23

Stop Talking to My Customers! 25

Sometimes Opposites Don’t Attract 26

Toward a More Harmonious and Productive Relationship 29

Chapter 6 The Sea Change Called Social Media 33

Power Shift 35

Transparency: It’s All Out There, So Deal with It 35

Authenticity: Crowd-Sourcing the Truth 36

Agility: Whatever Happens, It Will Happen Fast 37

Chapter 7 Coffee’s Not Just for Closers Anymore 39

Big Change Is Already Here 40

The End of “Telling and Selling” 41

Encouraging Collaborative Communication 42

Chapter 8 A Research-Based Perspective on Superior Revenue Growth 45

Experience versus Fresh Eyes 46

High Growth Means a Higher Marketing Percentage 47

Coordinated Management of Marketing and Sales Matters 48

Chapter 9 Leaving Trillions on the Table 51

Part II THE ROAD TO REVOLUTION: TRANSFORMING THE REVENUE MODEL 57

Chapter 10 The First, Crucial Step: Committing to Fundamental Change 59

The Value of Real Change 60

The Imperative for Growth 61

Driving Growth by Changing the Marketing and Sales Dynamic 62

Time to Commit to Fundamental Change 64

Chapter 11 Is Revenue the Weakest Link in the Chain? 67

Learning from the Six Sigma Revolution 69

Continuous Improvement in the Demand Chain 70

Chapter 12 The Power of a Revenue Cycle Process 73

There’s More to the Revenue Cycle Story 78

Water May Flow Downhill, But Leads Don’t 80

Chapter 13 Marketing Is Not a Cost Center . . . It Is an Investment in Growth 83

Who Is in Charge of Your Company’s Revenue? 84

Take a Page (or Two) from the Sales Playbook 87

Winning Hearts and Minds 90

Part III THE LEVERS TO REVENUE TRANSFORMATION 93

Chapter 14 People and Process; Art and Science 95

Toward a Revenue Machine 96

“Danger, Will Robinson” 99

Chapter 15 The Nuts and Bolts of a Revenue Cycle Process 101

Defi ning Your Revenue Cycle Model 103

Walk Before You Run 104

Farming Revenue 105

Chapter 16 “Seed Nurturing”—Helping Your Buyers Find You 115

Attracting Buyers across the Revenue Cycle with Content Marketing 117

Help Your Content Get Found with Optimization and Promotion 118

Transforming Awareness into Preference 121

Converting Preference into Leads 122

Chapter 17 The Art and Science of Nurturing and Scoring Leads 125

Building Engagement and Developing Relationships with Lead Nurturing 127

Identifying the Hottest Leads and Opportunities with Lead Scoring 131

Passing the Baton from Marketing to Sales 136

Chapter 18 Making Every Sales Moment Count 139

From the Serengeti to the Supermarket 140

The High-Efficiency Human Touch 141

Always Be Prioritizing 143

It’s Easy Being Green 146

Understand the Revenue Lifecycle 147

Chapter 19 Shining a Bright Light on the Revenue Machine 149

The End of “Half My Marketing Is Wasted” 150

Treating Marketing Like an Investment 154

Go with the Flow: Measuring the Revenue Cycle 154

The Power of Long-Range Revenue Forecasting 157

Chapter 20 Technology for the Revenue Process 161

Why Does Revenue Performance Management Need a System? 162

Marketing Automation: A Critical Step on the Revenue Journey 165

A Platform for Change 166

Chapter 21 Never Forget the Creative Side of Revenue Creation 171

Part IV PUTTING THE PIECES TOGETHER: INCITING YOUR REVENUE REVOLUTION 175

Chapter 22 Old Models: Up Against the Wall! 177

Chapter 23 The First Steps on Your RPM Journey 181

RPM as a CEO Imperative 182

Creating “Team Revenue” within the Corporation 184

Yes, You Gotta Buy Some Software 186

Selecting an Initial Project Scope 187

Creating a New Narrative for Change 188

Chapter 24 To Win the Revenue Game, You Need a Playbook 191

Driving Revenue Performance with a Common Playbook 191

Chapter 25 Should You Appoint a Chief Revenue Officer? 197

Hiring a CRO for All the Right Reasons 202

Chapter 26 The Roadmap for Your RPM Journey 205

Chapter 27 Viva la Revolution! 209

The Power and Promise of Revolutionary Change 210

Bibliography 211

Index 219

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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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April 26, 2012
Revenue Growth Suffers Throughout Corporate America

Growth is the number-one challenge facing corporations and their management teams worldwide.  Yet revenue creation – arguably the most important thing any business does to facilitate growth – remains one of its most expensive and inefficient processes.  

“Companies today must undertake a fundamental change in the way they create, manage, and generate revenue,” warns Phil Fernandez, CEO of Marketo, in his new book, REVENUE DISRUPTION:  Game-Changing Sales And Marketing Strategies To Accelerate Growth.  “Most organizations will likely spend 20 to 30 percent of their total revenue on marketing and sales to create more revenue.  This means that even a small improvement in the productivity and effectiveness of these processes can boost any company’s competitiveness, growth, and profitability,” he continues.

In REVENUE DISRUPTION, Fernandez shows readers how to enhance productivity by discarding obsolete sales and marketing models, and replacing them with Revenue Performance Management or RPM.  This ground-breaking process is based on the cold truth that when it comes to sales, the power has forever shifted from seller to buyer.  With the help of the Internet and related technologies, today’s buyers can easily research companies and products, determine their own brand preferences, ask friends about vendor qualifications, learn about pricing, and consent to talk to a salesperson only when they want to.

Therefore, instead of searching for customers, businesses now need to make it easy for customers to find them.  This means that the marketing and sales functions must become so aligned that they’re able to engage together with the buyer – on his or her own terms.  According to Fernandez, “every sale starts with the marketing department, only later does it find its way over to the sales team.  A salesperson might think they’ve initiated a sales cycle by placing a cold call; however, the buyer has almost certainly been primed to take the call as a result of his or her earlier interaction with a website, an ad, or some other marketing-sponsored activity.”

By implementing RPM, companies not only transform the way their marketing and sales teams function, but they are able to monitor each step in the revenue process.  This starts when a prospective buyer is just learning about a brand or product, and continues to the moment when a salesperson earns the deal, and even beyond that, through the full customer lifecycle.

Although in concept, a company can implement RPM without using technology, Fernandez reminds readers of the beloved I Love Lucy episode when Lucy and Ethel get jobs working in a candy factory.  As the assembly line speeds up, they are overwhelmed and the process breaks down.  The same is true with RPM.  “While it’s theoretically possible to manage marketing leads and programs manually, the Internet-driven acceleration and the volume of lead data require help from automation,” Fernandez explains.  Moreover, with the proper technology, RPM becomes a complete business process with defined, repeatable steps that affect the entire revenue cycle.

Throughout REVENUE DISRUPTION, Fernandez concentrates on the human side of implementing RPM recognizing that it can seem like a daunting and overwhelming task.  He provides reassurance for both marketing and sales professionals, showing how the process will enhance their capabilities, emphasizing that the arts of branding, creating great content, and selling are still very much alive.  No amount of technology will take these away.  REVENUE DISRUPTION explains why these skills must be supported by a new process and technology framework.

Fernandez also calls on CEOs and other C-level executives to lead the RPM journey, suggesting that companies appoint a Chief Revenue Officer or CRO.  That person would be responsible for overall revenue performance – from meeting prospective buyers, through creating awareness and nurturing leads, on to closing the sale and beyond – to managing the full life cycle of customer retention and renewals.

REVENUE DISRUPTION is the complete guide to breaking through the last frontier of outdated business processes, and fundamentally transforming the way corporations create, manage, and accelerate their revenues.  As Marc Benioff, Chairman and CEO of salesforce.com says, “A social revolution is underway.  Companies must change the way they market to leverage the increased importance of search and social engagement.  In REVENUE DISRUPTION, Phil opens the door for the next generation of global leaders as he explains how to harness this revolution to transform businesses.”

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