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

Understand the Revenue Lifecycle

Through the past four chapters, we have taken a low-level flyover of the entire revenue process that went from defining terms and laying a foundation, to early stage awareness building; content-driven inbound marketing; lead capture, nurturing, and scoring; and then on to the front lines of efficient sales. One thing should be clear by now: There are literally dozens of points where a systematically planned and executed revenue process can radically improve marketing and sales efficiency, increase effectiveness, and open the door to accelerated growth and business performance.

But, as in the case of a complex manufacturing operation or a global real-time supply chain, this is neither a simple process nor one that you can implement and then ignore. Each of the processes described here can yield benefits when executed in simple form. But continuously improving them will guarantee that they continue to yield sustained improvements in revenue efficiency and growth.

The key to capturing this sort of sustained improvement is revenue analytics. Each of the process steps involved in generating revenue can be monitored and measured, improved, and perfected. And beyond simply tuning a high-performance machine, revenue analytics opens the door to the future: Once a well-defined and well-measured revenue process is in place, revenue analytics can help to project future revenue in a way that has never before been possible. In the next chapter, we’ll look at ...