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

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Key Points

  • Companies can achieve closer collaboration of marketing and sales throughout the revenue cycle by integrating them under a single C-level executive.
  • Combining different disciplines and personality types into one corporate function is routine in many areas of business; revenue generation is an obvious candidate.
  • A Chief Revenue Officer who is responsible for all aspects of the corporation’s revenue performance would serve as the company’s primary revenue architect.
  • Companies must implement a CRO structure strategically, and not do it simply as a perk or promotion for someone in sales who is doing the same job as before.
  • A CRO’s responsibilities and focus are not the same as a corporate President or COO; instead, his or her job is to lead the company’s Revenue Performance Management initiative.

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