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

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Key Points

  • Keeping a laser-like focus on the buyer, instead of on a company’s own internal politics and business processes, is essential for effective revenue performance.
  • Prospective buyers typically do a lot of research into a company and its products before the company even knows they exist.
  • The marketing department’s traditional practice of handing off leads to sales is both mutually frustrating and unrealistic in today’s marketplace.
  • It is today’s buyer—not the supplier’s sales or marketing people—who controls the process leading toward a sale.

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