There are dozens of points at which one can study, measure, and optimize the revenue creation process. But it’s first essential to grasp the central idea that revenue generation is not just something sales does. It is an entire process with the same complexity, sophistication, and nuance as many better understood business processes like manufacturing, supply chain, or even quote-to-cash.
The next few chapters will lay out an entirely new way to think about marketing and sales. I hope it will encourage you to make changes in the way you create, manage, and accelerate revenue growth at your own company.