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

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Key Points

  • While it’s theoretically possible to manage marketing leads and programs manually, the Internet-driven acceleration and the volume of lead data require help from automation.
  • Consistently applying these processes across departments, and effectively analyzing marketing-related data, both require automation help.
  • CRM systems are very helpful in managing prospect contact data, but they do not include end-to-end revenue cycle management tools.
  • Marketing Automation (MA) applications not only manage lead information; they also include functions that manage marketing tasks and workflow.
  • RPM provides a platform into which many different applications can be connected, integrated, and coordinated.
  • An RPM platform is an extended MA system, often integrated with CRM, that includes such features as sales productivity metrics, business process modeling, and revenue analytics.

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