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

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Revenue as a Process

The dated view of sales professionals as lone wolves and kings of their territories is actually a symptom of a much larger problem: the way in which far too many companies still view the revenue process. At the core, they don’t see revenue as the product of a designed, measured, and optimized process. Rather, they consider that revenue is created through a series of disconnected steps, starting with the creation of awareness and leads by the marketing department and concluding with their sales staff closing the sale. In the worst-case scenario, they perceive revenue generation to be the heroic job of individual salespeople. To these individuals, the very concept that the marketing team could actually be part of the revenue equation is entirely foreign.

I will describe later in this book how revenue generation follows a clearly defined cycle—one that demands an integrated approach from marketing and sales teams working together collaboratively. That holistic revenue process is about as similar to the old model touted to this day in sales classes as an Apple iPad is to a vintage IBM Selectric typewriter.

Today’s radically altered business and technology environment, where the buyer is truly king, presents real challenges to both marketing and sales professionals. But it also provides tremendous opportunities for corporations to commit to and implement an entirely new way of creating, managing, and accelerating their revenue. And none of it has anything to do ...

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