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

219 Pages·2012·1.86 MB·English

by  Phil Fernandez

Contents
Acknowledgments
Introduction
Part I: The Problem
Chapter 1: It’s the Buyer, Stupid
The New Showroom Floor
Key Points
Chapter 2: The Selling Cry of the Lonely Hunter
It Takes a Village
Revenue as a Process
Key Points
Chapter 3: Before and After Mad Men
“They Laughed when I Sat Down . . .”
Core Marketing Philosophies Take Shape
The Good, the Bad, and the Ugly
Key Points
Chapter 4: Demand Generation Emerges
Big Data Spawns Demand Generation
The Rise of “Left Brain” Marketing
Key Points
Chapter 5: Sales is from Mars, Marketing is from Venus
Stop Talking to My Customers!
Sometimes Opposites Don’t Attract
Toward a More Harmonious and Productive Relationship
Key Points
Chapter 6: The Sea Change Called Social Media
Power Shift
Transparency: It’s All Out There, So Deal with it
Authenticity: Crowd-Sourcing the Truth
Agility: Whatever Happens, It Will Happen Fast
Key Points
Chapter 7: Coffee’s Not Just for Closers Anymore
Big Change is Already Here
The End of “Telling and Selling”
Encouraging Collaborative Communication
Key Points
Chapter 8: A Research-Based Perspective on Superior
Revenue Growth
Experience versus Fresh Eyes
High Growth Means a Higher Marketing Percentage
Coordinated Management of Marketing and Sales Matters
Key Points
Chapter 9: Leaving Trillions on the Table
Key Points
Part II: The Road to Revolution
Chapter 10: The First, Crucial Step
The Value of Real Change
The Imperative for Growth
Driving Growth by Changing the Marketing and Sales Dynamic
Time to Commit to Fundamental Change
Key Points
Chapter 11: Is Revenue the Weakest Link in the Chain?
Learning from the Six Sigma Revolution
Continuous Improvement in the Demand Chain
Key Points
Chapter 12: The Power of a Revenue Cycle Process
There’s More to the Revenue Cycle Story
Water May Flow Downhill, but Leads Don’t
Key Points
Chapter 13: Marketing is Not a Cost Center . . . It is an
Investment in Growth
Who is in Charge of Your Company’s Revenue?
Take a Page (or Two) from the Sales Playbook
Winning Hearts and Minds
Key Points
Part III: The Levers to Revenue Transformation
Chapter 14: People and Process; Art and Science
Toward a Revenue Machine
“Danger, Will Robinson”
Key Points
Chapter 15: The Nuts and Bolts of a Revenue Cycle
Process
Defining Your Revenue Cycle Model
Walk Before You Run
Farming Revenue
Key Points
Chapter 16: “Seed Nurturing”—Helping Your Buyers
Find You
Attracting Buyers across the Revenue Cycle with Content
Marketing
Help Your Content Get Found with Optimization and Promotion
Transforming Awareness into Preference
Converting Preference into Leads
Key Points
Chapter 17: The Art and Science of Nurturing and
Scoring Leads
Building Engagement and Developing Relationships with Lead
Nurturing
Identifying the Hottest Leads and Opportunities with Lead
Scoring
Passing the Baton from Marketing to Sales
Key Points
Chapter 18: Making Every Sales Moment Count
From the Serengeti to the Supermarket
The High-Efficiency Human Touch
Always Be Prioritizing
It’s Easy Being Green
Understand the Revenue Lifecycle
Key Points
Chapter 19: Shining a Bright Light on the Revenue
Machine
The End of “Half My Marketing is Wasted”
Treating Marketing Like an Investment
Go with the Flow: Measuring the Revenue Cycle
The Power of Long-Range Revenue Forecasting
Key Points
Chapter 20: Technology for the Revenue Process
Why Does Revenue Performance Management Need a System?
Marketing Automation: A Critical Step on the Revenue Journey
A Platform for Change
Key Points
Chapter 21: Never Forget the Creative Side of Revenue
Creation
Key Points
Part IV: Putting the Pieces Together
Chapter 22: Old Models
Chapter 23: The First Steps on Your RPM Journey
RPM as a CEO Imperative
Creating “Team Revenue” within the Corporation
Yes, You Gotta Buy Some Software
Selecting an Initial Project Scope
Creating a New Narrative for Change
Key Points
Chapter 24: To Win the Revenue Game, You Need a
Playbook
Driving Revenue Performance with a Common Playbook
Key Points
Chapter 25: Should You Appoint a Chief Revenue
Officer?
Hiring a CRO for All the Right Reasons
Key Points
Chapter 26: The Roadmap for Your RPM Journey
Key Points
Chapter 27: Viva la Revolution!
The Power and Promise of Revolutionary Change
Bibliography
Index

Copyright © 2012 by Marketo, Inc. All rights reserved.
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