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

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Chapter 24

To Win the Revenue Game, You Need a Playbook

It’s fine to talk about marketing and sales alignment in the abstract. After all, it’s one of the key success factors in building an RPM strategy. But it’s a whole lot better seeing how these ideas are put into action.

My favorite part in writing this book was having the opportunity to share ideas with some of the best thinkers and most astute innovators in marketing and sales. Some are corporate executives who truly understand the massive changes that are currently transforming the ways corporations create, manage, and accelerate revenue. They are also people who have helped lead the way to implementing Revenue Performance Management at their own companies.

One of those individuals is Wes Wasson, the Senior Vice President and Chief Marketing Officer of Citrix Systems, an industry leader in mobile workstyles and cloud computing, and one of the world’s top five SaaS software vendors. Wes has more than 20 years of experience in technology marketing. Prior to Citrix, Wes held senior marketing leadership positions at Sun Microsystems, where he helped the company achieve number one market positions across several key segments, and Network Associates, where he contributed to their growth from a small single-product company into a $1 billion industry leader.

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