Revenue Disruption
Game-Changing Sales and Marketing Strategies to Accelerate Growth
By: Phil Fernandez
Published: May 1, 2012
Format: Hardcover, 224 pages
ISBN-10: 1118299299
ISBN-13: 978-1118299296
Publisher: John Wiley & Sons, Inc.
"The core processes that many global companies use to generate revenue - finding prospective buyers and selling to them - have changed little, if at all, over our lifetimes",writes cofounder, President, and CEO of Marketo, Phil Fernandez, in his comprehensive and revolutionary book Revenue Disruption: Game-Changing Sales and Marketing Strategies to Accelerate Growth. The author describes how companies must completely overhaul how they create, generate, and manage revenue; and shares a fresh approach to addressing revenue that transforms the organization completely.
Phil Fernandez recognizes that spend between twenty and thirty percent of their overall revenue, on sales and marketing, to further increase total revenue. With this much expenditure earmarked to boost revenues, any amount of improved results in terms of productivity and efficiency would have a positive impact on the company's growth and profit levels. The author recommends getting rid of existing sales and marketing processes, and implementing a new approach. Phil Fernandez calls this improved process Revenue Performance Management or RPM. The fundamental insight into the power of RPM is the realization that the power has shifted from the seller to the buyer.
Phil Fernandez (photo left) understands that with the transfer of marketplace power from the seller to the customer, that previous sales and marketing processes are rendered obsolete. Through game changing technologies, including the internet and social media, prospective customers have an unprecedented access to information.
The previous model of marketing and sales is no longer effective or even welcome in this new marketplace. Marketing and sales must be readily and easily accessible, at the time of the buyer's choosing. At the same time, the sellers must align with the interests and goals of the purchaser; and on the terms desired by that potential customer.
Companies who fail to embrace the RPM concept, writes Phil Fernandez, are doomed to irrelevancy. The author describes the current outdated sales and marketing process, and its replacement with RPM, in the following book sections:
* The problem: Causes and consequences of revenue dysfunction
* The road to revolution: Transforming the revenue model
* The levers of revenue transformation
* Putting the pieces together: Inciting your revenue revolution
For me, the power of he book is how Phil Fernandez systematically describes why the existing sales and marketing process is not working, how the concept of Revenue Performance Management is a more effective concept, and how to implement RPM in any company effectively. The author makes a compelling case for RPM as a completely revolutionary change, not only in marketing and selling, but in the organizational outlook and culture as well. The principle of RPM is a complete reversal of the dynamic between seller and buyer; with the latter now in complete control of the buying process.
Phil Fernandez presents his concepts in a logical order from the devising of the overarching strategy to the effective implementation and execution of the principles. With the extreme pressure within organizations to increase revenue, the author provides an effective and cost effective alternative to the usual methods. |For ease of reference, and for chapter review, Phil Fernandez offers a series of key points that summarize the essential elements of each principle.
I highly recommend the groundbreaking and transformational book Revenue Disruption: Game-Changing Sales and Marketing Strategies to Accelerate Growth by Phil Fernandez, to any business leaders, executives, marketers, sales managers, and entrepreneurs who are seeking a fresh approach to marketing and sales that is both effective and repeatable throughout every step of the revenue process. This book will change the way your company approaches the perennial revenue producing problem, and turn your company into a more profitable and competitive business overall.
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