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

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Continuous Improvement in the Demand Chain

Revenue Performance Management is both the strategy and the process corporations use to transform the way their marketing and sales teams work—and work together—to accelerate predictable revenue performance. It can only be achieved through executive and organizational commitment, and a discipline of continuous improvement.

Using Six Sigma methods, and by adopting other transformation strategies of similar scope and impact, businesses have embraced the fundamental idea of measurement, adjustment, and continuous improvement. These ideas apply equally to the demand chain as well, and promise a whole new generation of improvements in business performance. By adopting RPM to measure and continuously improve revenue performance, corporations can increase marketing and sales effectiveness (revenue performance) and efficiency (cost reductions) in ways that go directly to the top and bottom line of the corporation.

The revenue chain will no longer be viewed as the corporation’s weakest link.

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