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

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Key Points

  • Different products and services require different marketing and sales approaches.
  • Impulse buying may be common in consumer goods, but carefully considered purchases are the norm for B2B sales and many segments of B2C sales as well.
  • Brand names matter for both consumers and businesses in considered purchases; however, they can only go so far in securing a sale.
  • Demand generation as a distinct marketing function came as a result of having prospect data available, resulting from the use of new information technologies.
  • Demand generation has made marketing a much more data-driven discipline.
  • In order to capitalize on the opportunity presented by demand generation management, one must take a different approach to the sales-marketing interface.

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