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

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Key Points

  • Implementing RPM requires sales and marketing organizations to adopt new and changed business methods.
  • A new generation of thought leaders, consultants, and technology companies has emerged to help companies implement needed changes.
  • The initial phase of the revenue process is a form of numbers game—securing the greatest number of potential prospects’ names.
  • The middle phase involves nourishing and cultivating each prospect, keeping them moving through the stages of their buying process.
  • Separating the curious from the serious among potential buyers can make the sales effort much more efficient.
  • Structured revenue performance management does not replace the human aspects of marketing and sales; instead, it builds a foundation for their most effective use.

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