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

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Creating a New Narrative for Change

We have seen that by making critical changes, across the entire revenue process, companies can balance their marketing and sales investments more effectively than ever. They leverage large-scale changes in buyer behavior to find, nurture, qualify, and deliver more sales-ready leads to their front-line sales people, and they align marketing and sales organizations into a single, revenue-focused team.

Together, these steps can unlock new revenue efficiencies and translate them into real top-line growth. Then lather, rinse, and repeat. Analyze early wins, and celebrate them to reinforce the organization’s commitment to RPM. Over the longer term, your Revenue Performance Management journey can completely transform the way your company creates—thereby changing the arc of your business completely.

This simple narrative needs to become the mantra of your senior leaders, RPM project sponsors, and the entire revenue team. Teach it. Repeat it. Create a shared vision. And reap the rewards.

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