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

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Key Points

  • The Citrix philosophy views marketing and sales as component parts of a single demand chain that requires common metrics.
  • At Citrix, sales and marketing jointly develop playbooks at the start of each year featuring six to eight key plays; both groups then have ownership of the resulting plans.
  • Revenue Performance Management software helps Citrix to assess the elements that constitute a sales-ready lead and provide transparency into potential problems.
  • Assigning a senior marketing person to participate in sales meetings helps to better align their strategies and plans.

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