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

Phil Fernandez
5.0 out of 5 stars  See all reviews (1 customer review)
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Book Description

May 1 2012
Strategies for any company to transform its sales and marketing efforts in a way that truly accelerates revenue growth

Revenue Disruption delivers bold new strategies to transform corporate revenue performance and ignite outsized revenue growth. Today's predominant sales and marketing model is at best obsolete and at worst totally dysfunctional. This book offers a completely new operating methodology based on a sales and marketing approach that recognizes the global technological, cultural, and media changes that have forever transformed the process of buying and selling. The dysfunctional state of today's corporate revenue creation model results in trillions of dollars in lost growth opportunities. Revenue Disruption examines the problems of the current model and offers real-world solutions for fixing them. It lays out a detailed plan that businesspeople and companies can use to fundamentally transform their sales and marketing performance to win this century's revenue battle.



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Review

'...a fresh perspective on how businesses look at the roles of sales and marketing, and offers a blueprint to drive growth by aligning both around the revenue cycle... he frames a compelling argument for why business leaders should understand why they matter' (B2B Marketing, March 2013)

From the Inside Flap

The way that most corporations create revenue today is obsolete, if not dysfunctional. Global technological, cultural, and media changes have forever transformed the process of buying and selling, and have left marketing and sales leaders struggling to keep up. The results are squandered growth opportunitiesand trillions in lost revenue. Yet after years of a weak economy, volatile financial markets, and lingering high unemployment, genuine revenue growth must be a priority for every business. Executives can no longer resort to cost-cutting to improve bottom-line business performance. They need bold new strategies to transform corporate revenue performance and ignite outsized revenue growth.

Revenue Disruption shows business leadershow to seize opportunity created by fundamental changes in buying, wrought by the web, digital media, mobile devices, and social networks. Its breakthrough Revenue Performance Management, or RPM, approach shatters outdated practices for marketing and sales and provides the blueprint for a far more effective revenue process for companies big and small. This revolutionary approach recognizes the seismic shift in the process of buying and selling. It examines the current model and offers real-world solutions for fixing it. Then, it lays out a detailed plan that can profoundly transform your sales and marketing performance to win this century's revenue battle.

It's an ambitious goal. But companies worldwide have already put this plan into action—and those who do see their revenue-generating capacities increase, some by as much as 40 percent. Disrupt the status quo, and start your own revenue revolution.


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Front Cover | Copyright | Table of Contents | Excerpt | Index | Back Cover
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Most helpful customer reviews
By Robert Morris HALL OF FAME TOP 10 REVIEWER
Format:Hardcover
The title of this book probably attracted your attention (and thus served its purpose) but you'd be well-advised to ignore it. The subtitle offers a better indication of why Phil Fernandez wrote the book: To identify and explain a number of game-changing sales and marketing strategies to accelerate what I would have characterized as "profitable" growth, given the fact that ego-driven growth, growth at any cost, has ruined countless companies.

Fernandez's specific focus is on buyer-centric initiatives that take into full account the real-world dynamics of today's purchase decision process.

Long ago, I concluded that, because sales and marketing are so different in terms of their nature and function, they should be viewed - and conducted - separately. Each requires a quite different mindset. All that remains true, except....

Except that, as I have realized in recent years, the shift of power has shifted from the seller to the buyer. That shift requires that sales and marketing be viewed - and conducted - as separate but [begin italics] interdependent [end italics] areas of operation whose strategies and tactics must be coordinated with meticulous care. Fernandez apparently agrees. As he observes, "Far from operating as solo hunters, salespeople today must instead be hyper-connected. They need to link up with fellow sales professionals, as well as to their colleagues from marketing, research, customer support, and technology. Most importantly, they need access to the same information sources and online social networks that their prospects are almost certainly using.
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Amazon.com: 4.6 out of 5 stars  12 reviews
9 of 9 people found the following review helpful
5.0 out of 5 stars Read this book to transform your B2B revenue performance May 4 2012
By Brock Butler - Published on Amazon.com
Format:Hardcover|Verified Purchase
Thirty years ago I was a sales rep for IBM when cheap information technology and management science transformed manufacturing performance. Since then manufacturing quality and productivity has soared from 30% to 99%. This performance revolution has spread to every enterprise operation, with the exception of sales and marketing... Until now.

Your prospect goes to the internet to research business solutions. This change in buyer behavior has opened the door to powerful new information and automation technologies that have the potential to revolutionize revenue performance; and Mr. Fernandez provides the first step in the evolution of a new more systematic structure or framework that you can use to integrate, measure, optimize and automate your single marketing-to-sales revenue process.

This book is not perfect. RPM is in its infancy and Mr. Fernandez is as prone to bias and narrow thinking as anyone. Mr. Fernandez's company, Marketo, sells to Marketing Officers. As a result their vision is noticeably marketing-centric. Many of his processes will be an improvement for your company, especially in your marketing department... but they are not the optimum revenue process model. But, like Mr. Fernandez points out, RPM is a journey not a destination. RPM will evolve... quickly.

Read this book or die like a dinosaur. The RPM train is leaving the terminal and early adopters will gain an insurmountable competitive advantage.
7 of 7 people found the following review helpful
5.0 out of 5 stars How and why Revenue Performance Management (RPM) can help achieve sustainable growth and profitability June 13 2012
By Robert Morris - Published on Amazon.com
Format:Hardcover
The title of this book probably attracted your attention (and thus served its purpose) but you'd be well-advised to ignore it. The subtitle offers a better indication of why Phil Fernandez wrote the book: To identify and explain a number of game-changing sales and marketing strategies to accelerate what I would have characterized as "profitable" growth, given the fact that ego-driven growth, growth at any cost, has ruined countless companies.

Fernandez's specific focus is on buyer-centric initiatives that take into full account the real-world dynamics of today's purchase decision process.

Long ago, I concluded that, because sales and marketing are so different in terms of their nature and function, they should be viewed - and conducted - separately. Each requires a quite different mindset. All that remains true, except....

Except that, as I have realized in recent years, the shift of power has shifted from the seller to the buyer. That shift requires that sales and marketing be viewed - and conducted - as separate but [begin italics] interdependent [end italics] areas of operation whose strategies and tactics must be coordinated with meticulous care. Fernandez apparently agrees. As he observes, "Far from operating as solo hunters, salespeople today must instead be hyper-connected. They need to link up with fellow sales professionals, as well as to their colleagues from marketing, research, customer support, and technology. Most importantly, they need access to the same information sources and online social networks that their prospects are almost certainly using."

These are several of the passages that caught my eye:

"Core Marketing Strategies Take Shape" (Pages 13-14)
"Encouraging Collaborative Communication" (42-44)
"Driving Growth by Changing the Marketing and Sales Dynamic" (62-64)
Actions from sales playbook to help marketing professionals become as closely tied to revenue (88-90)
"Revenue Cycles in Depth" (108-112)
"Building Engagement and Developing Relationships with Lead Nurturing" (127-131)
Steps to creating a high-performance revenue team (142-143)
"Go with the Flow: Measuring the Revenue Cycle" (154-157)
Benefits of Revenue Performance Management (RPM) platforms for change (166-170)
"RPM as a CEO Imperative" (182-183)
Various perspectives on the role of a Chief Revenue Officer (CRO), Pages 200-201

I appreciate Fernandez's provision of mini-profiles of what he characterizes as "Revenue Revolutionaries" whose game-changing sales and marketing strategies have helped to accelerate sustainable revenue growth. I also admire his skillful use of a "Key Points" section that concludes each of the 27 brief but remarkably substantial chapters. They facilitate, indeed expedite frequent review of key points.

One of Phil Fernandez's most important themes in this book is the need for constant and continuous evaluation of one's sales and marketing strategies, to be sure, but also a willingness to make major changes in one's strategic thinking and, if necessary, modification and even replacement of the strategies themselves. To paraphrase Joseph Schumpeter, "creative destruction" and "creative disruption" are synonymous.
5 of 5 people found the following review helpful
5.0 out of 5 stars Thought provoking for today's marketing and sales pros May 23 2012
By Gary Lee - Published on Amazon.com
Format:Kindle Edition|Verified Purchase
"A marketing demand generation professional's job is no longer to find buyers, it is to help buyers find you". This quote is taken from what I feel is the strongest chapter in this book titled "Seed Nuturing". Fernandez has given the reader great material for thinking through Revenue as a function, and how to create a process around creating revenue. Fernandez has also properly stayed away from promoting his own company's solution in the book, which I applaud him for.

All in all, this book is one for CEOs, CMOs, CROs, head of sales and anyone tasked with demand generation within a company. My copy is earmarked with many notes and highlights, and I will be taking a second read of this in the days ahead.
2 of 3 people found the following review helpful
2.0 out of 5 stars Yawner Feb. 19 2013
By TheMayor - Published on Amazon.com
Format:Kindle Edition|Verified Purchase
Easy to out down. Did not get anything from it. This was not a good use of money. In fact buying this was ax expense disruption.
4.0 out of 5 stars several key insights and a few good systems too Feb. 23 2014
By Webster Pilcher - Published on Amazon.com
Format:Kindle Edition|Verified Purchase
When I read a business book I expect to come away with 2-3 big insights and 1-2 new systems for thighs/action. Mission accomplished. Worth the read.
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