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

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Selecting an Initial Project Scope

Since every company is different, every RPM initiative will be unique. The key is to take that first hard step on the journey—to get yourself going.

In a small company with just a couple of sales reps, or a new company just beginning to sell, the scope of an initial RPM project can be quite simple. Everyone in marketing and sales participates, and management attention should immediately focus on the creation of great content, basic lead nurturing and scoring processes, and getting more well-qualified leads into the hands of sales.

However, it can be more daunting to get started in a larger, more mature company. Where do you begin?

First of all, many larger companies have multiple divisions, product lines, sales teams, and geographies in which sales take place. There are also multiple routes to market including channels, partners, and direct sales forces. So just pick one to start. You can base this decision on guidelines such as: Which marketing team has the ability to produce compelling content to feed the needs of inbound marketing and lead nurturing? What group has a marketing leader with proven skills in thinking about processes and metrics? Where is there a sales leader with a high degree of curiosity and receptivity to change?

Second, take inventory—literally. Most mature companies have existing databases of leads that they’ve gathered from various marketing programs that they’ve run in the past. And many mature companies have SFA or CRM ...

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