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Revenue Disruption: Game-Changing Sales and Marketing Strategies to Accelerate Growth Hardcover – May 1 2012

5.0 out of 5 stars 1 customer review

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Product Details

  • Hardcover: 224 pages
  • Publisher: Wiley (May 1 2012)
  • Language: English
  • ISBN-10: 1118299299
  • ISBN-13: 978-1118299296
  • Product Dimensions: 16 x 2.2 x 23.6 cm
  • Shipping Weight: 408 g
  • Average Customer Review: 5.0 out of 5 stars 1 customer review
  • Amazon Bestsellers Rank: #744,475 in Books (See Top 100 in Books)
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Product Description

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The way that most corporations create revenue today is obsolete, if not dysfunctional.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 Its breakthrough Revenue Performance Management, or RPM, approach shatters outdated practices for marketing and sales and provides the blueprint for a far more effective revenue process for companies big and small.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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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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Most Helpful Customer Reviews on Amazon.com (beta)

Amazon.com: HASH(0x9f22a600) out of 5 stars 15 reviews
11 of 11 people found the following review helpful
HASH(0x9e3b8468) 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.
8 of 8 people found the following review helpful
HASH(0x9e3b85a0) 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.
6 of 6 people found the following review helpful
HASH(0x9e3b8a08) 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.
1 of 1 people found the following review helpful
HASH(0x9e3bd744) out of 5 stars Revenue - the must have, learn how to get it April 24 2013
By Amazon Customer - Published on Amazon.com
Format: Hardcover Verified Purchase
Business book of the year for me. Revenue growth is not only the most important objective right now but also the hardest to do. "Revenue Disruption" is an amazing resource for improving revenue production. The book is built upon two premises, 1) Power has shifted from seller to buyer is a profound and permanent way"; 2) Today most businesses "don't see revenue as the product of a designed, measure and optimized process."

"Your targeted buyers started making up their minds before you even know you existed." This is the reason that direct sales forces are no longer enough to ensure top-line revenue objectives are met. "Creating Revenue is a collaborative enterprise between marketing and sales teams." 'Revenue Disruption' actually has a solid method, with case studies, empirical data, and an action plan to bridge the gap between all silos of a company, especially the gap between sales and marketing. We've known the need for years but few practical solutions have been offered. This book is the best on the subject I've ever read.

"Today's buyers see most sales encounters as a waste of time. So the question that marketing and sales leaders should be asking is, 'how do buyers really go about buying?'"

"Sales resources are relatively expensive. To provide the highest value, sales should not engage with prospects until those prospects are ready to engage with sales. Sales interactions should start relatively late in the pipeline, once lease have already been well qualified."

"Sales personnel not only need to 'always be closing' and 'always be helping' but also need to 'always be prioritizing.' To put it more bluntly, sales professionals achieve maximum efficiency when they can cherry-pick among opportunities and allocate their time to the very best."

"While increasing sales is a hugely important goal, it is not a strategy in and of itself..[the critical element is] a focus on improving the company's sales and marketing effectiveness as a way to increase revenue performance."

Mr. Fernandez finishes his book with the admonition of "change happens when great insight combines with audacious action. 'Revenue Disruption' is an action plan of how to combine sales and marketing into one direct buying chain within an organization, capturing all business from awareness to multiple purchases. Excellent and worthwhile book to read.
HASH(0x9e3b89c0) out of 5 stars Welcome to the world of Revenue Performance Management! Nov. 26 2015
By Aravinda - Published on Amazon.com
Format: Hardcover Verified Purchase
Welcome to the world of Revenue Performance Management. The author starts by making a case of shifting of power from the seller to the buyer due to disruption caused by technology. He succinctly exposes the issues in commonly used sales and marketing models and shows how revenue is left on the table to justify transformation needed and introduces the concept of revenue performance management.

The book is well divided into sections providing insights into process, analytics, technology and people changes need for implementing revenue performance management. Case study is presented in some sections to detail the challenges faced, the solution implemented and the benefits. Each chapter at the end has “Key Point” to help quickly review the learnings from that chapter. This makes the book easy to re-read.

While the book may not present a universal blueprint for organizations, it does provide guidelines on what to address which needs to be customized for each business. Some sections of the book appears to be bit repetitive, but those are in place to make a certain point and build the story.

A book with helpful insights to both sales and marketing professionals who would like to venture into Revenue Performance Management!


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