Revenue disruption: game-changing sales and marketing strategies to accelerate growth

Strategies for any company to transform its sales and marketing efforts in a way that truly accelerates revenue growthRevenue 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. INDICE: AcknowledgementsIntroductionPart One: The Problem: Causes and Consequences of Revenue DysfunctionChapter 1: It's the Buyer, StupidThe New Showroom FloorKey Points:Chapter 2: The Selling Cry of the Lonely HunterIt Takes a VillageRevenue as a ProcessKey Points:Chapter 3: Before and after Mad Men: A Brief History of MarketingThey laughed when I sat down€aCore Marketing Philosophies Take ShapeThe Good, the Bad, and the UglyKey Points:Chapter 4: Demand Generation EmergesBig Data Spawns Demand GenerationThe Rise of Left Brain MarketingKey Points:Chapter 5: Sales Is from Mars, Marketing Is from VenusStop Talkingto My Customers!Sometimes Opposites Don't AttractToward a More Harmonious andProductive RelationshipKey Points:Chapter 6: The Sea Change Called Social MediaPower ShiftTransparency: It's all out there, so deal with itAuthenticity: Crowd-Sourcing the TruthAgility: Whatever Happens, It Will Happen FastKey Points:Chapter 7: Coffee's Not Just for Closers AnymoreBig Change is Already HereTheEnd of Telling and SellingEncouraging Collaborative CommunicationKey Points:Chapter 8: A Research-Based Perspective on Superior Revenue GrowthExperience vs. Fresh EyesHigh Growth Means a Higher Marketing PercentageCoordinated Management of Marketing and Sales MattersKey Points:Chapter 9: Leaving Trillions on the TableKey Points:Part Two: The Road to Revolution: Transforming the Revenue ModelChapter 10: The First, Crucial Step: Committing to Fundamental ChangeThe Value of Real ChangeThe Imperative for GrowthDriving Growth by Changing the Marketing and Sales DynamicTime to Commit to Fundamental ChangeKey Points:Chapter 11: Is Revenue the Weakest Link in the Chain?Learning from the Six Sigma RevolutionContinuous Improvement in the Demand ChainKey Points:Chapter 12: The Power of a Revenue Cycle ProcessThere's More to the Revenue Cycle StoryWater MayFlow Downhill, But Leads Don'tKey Points:Chapter 13: Marketing is Not a Cost Center€aIt is an Investment in GrowthWho is in Charge of Your Company's Revenue?Take a Page (or Two) from the Sales PlaybookWinning Hearts and MindsKey Points:Part Three: The Levers to Revenue TransformationChapter 14: People and Process; Art and ScienceToward a Revenue MachineDanger, Will RobinsonKey Points:Chapter 15: The Nuts and Bolts of a Revenue Cycle ProcessDefining Your Revenue Cycle ModelWalk Before You RunFarming RevenueKey Points:Chapter 16: Seed Nurturing - Helping Your Buyers Find YouAttracting Buyers across the Revenue Cycle with Content MarketingHelp Your Content Get Found With Optimization and PromotionTransforming Awareness into PreferenceConverting Preference into LeadsKey Points:Chapter 17: The Art and Science of Nurturing and Scoring LeadsBuilding Engagement and Developing Relationships with Lead NurturingIdentifying the Hottest Leads and Opportunities with Lead ScoringPassing the Baton from Marketing to SalesKey Points:Chapter 18: Making Every Sales Moment CountFrom the Serengeti to the SupermarketThe High-Efficiency Human TouchAlways Be PrioritizingIt’s Easy Being GreenUnderstand the Revenue LifecycleKey Points:Chapter 19: Shininga Bright Light on the Revenue Machine with AnalyticsThe End of Half My Marketing is WastedTreating Marketing like an InvestmentGo With the Flow: Measuring the Revenue CycleThe Power of Long-Range Revenue ForecastingKey Points:Chapter20: Technology for the Revenue ProcessWhy Does Revenue Performance ManagementNeed a System?Marketing Automation: A Critical Step on the Revenue JourneyA Platform for ChangeKey Points:Chapter 21: Never Forget the Creative Side of Revenue CreationKey Points:Part Four: Putting the Pieces Together: Inciting Your Revenue RevolutionChapter 22: Old Models: Up Against the Wall!Chapter 23: The First Steps on Your RPM JourneyRPM as a CEO ImperativeCreating Team Revenue Within the CorporationYes, You Gotta Buy Some SoftwareSelecting an Initial Project ScopeCreating a New Narrative for ChangeKey Points:Chapter 24: To Win the Revenue Game, You Need a PlaybookDriving Revenue Performance with a Common 'Playbook'Key Points:Chapter 25: Should You Appoint a Chief Revenue Officer?Hiringa CRO for All the Right ReasonsKey Points:Chapter 26: The Roadmap for Your RPM JourneyKey Points:Chapter 27: Viva La Revolution!The Power and Promise of Revolutionary Change

• ISBN: 978-1-118-29929-6
• Editorial: John Wiley & Sons
• Encuadernacion: Cartoné
• Páginas: 240
• Fecha Publicación: 16/05/2012
• Nº Volúmenes: 1
• Idioma: Inglés