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

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Contents

Acknowledgments

Introduction

Part I: The Problem

Chapter 1: It’s the Buyer, Stupid

The New Showroom Floor

Key Points

Chapter 2: The Selling Cry of the Lonely Hunter

It Takes a Village

Revenue as a Process

Key Points

Chapter 3: Before and After Mad Men

“They Laughed when I Sat Down . . .”

Core Marketing Philosophies Take Shape

The Good, the Bad, and the Ugly

Key Points

Chapter 4: Demand Generation Emerges

Big Data Spawns Demand Generation

The Rise of “Left Brain” Marketing

Key Points

Chapter 5: Sales is from Mars, Marketing is from Venus

Stop Talking to My Customers!

Sometimes Opposites Don’t Attract

Toward a More Harmonious and Productive Relationship

Key Points

Chapter 6: The Sea Change Called Social Media

Power Shift

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

Authenticity: Crowd-Sourcing the Truth

Agility: Whatever Happens, It Will Happen Fast

Key Points

Chapter 7: Coffee’s Not Just for Closers Anymore

Big Change is Already Here

The End of “Telling and Selling”

Encouraging Collaborative Communication

Key Points

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

Experience versus Fresh Eyes

High Growth Means a Higher Marketing Percentage

Coordinated Management of Marketing and Sales Matters

Key Points

Chapter 9: Leaving Trillions on the Table

Key Points

Part II: The Road to Revolution

Chapter 10: The First, Crucial Step

The Value of Real Change

The Imperative for Growth

Driving Growth by Changing the Marketing and Sales Dynamic

Time to Commit to ...

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