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

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Chapter 23

The First Steps on Your RPM Journey

It’s a bit perverse to put it this way, but one piece of good news about implementing Revenue Performance Management is that there’s so much waste and inefficiency in most marketing and sales organizations that a new RPM initiative can pay for itself very quickly. There’s plenty of low hanging fruit in most companies to go after in the early days, and having quick successes is valuable because it reinforces organizational commitment and confidence. But, as I have tried to make clear throughout this book, implementing a Revenue Performance Management strategy is a journey. It is a long-term commitment to systematic business transformation—one that touches processes, organization structures, information technologies, and metrics. It is also a journey of continuous improvement, in which ongoing monitoring and measurement is fed back into increasingly efficient revenue generation and growth.

There’s a familiar adage that goes, “The hardest part of any journey is taking the first step,” and it certainly applies here. Because RPM directly affects so many deeply entrenched elements of a company’s organization and culture, including changes in people’s job descriptions, the journey’s beginning can seem scary and may often encounter resistance. In this chapter, we’ll explore some of the first steps leaders can take to get under way with a Revenue Performance Management journey of their own. I hope that a nugget or two of this advice will make ...

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