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 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.

Phil Fernandez is cofounder, President, and CEO of Marketo, a global leader in revenue performance management solutions, recently named one of "America's Most Promising Companies" by Forbes. A Silicon Valley veteran, Phil has over 30 years ofexperience in building and managing breakout technology companies. Prior to Marketo, Phil was president and COO of Epiphany, a public enterprise software company known for its visionary marketing products. For each of the last three years, the Sales Lead Management Association named him one of the "50 Most Influential People in Sales Lead Management."

Acknowledgments ix
Introduction xi
Part I THE PROBLEM: CAUSES AND CONSEQUENCES OF REVENUE DYSFUNCTION 1
Chapter 1 It’s the Buyer, Stupid 3
The New Showroom Floor 5
Chapter 2 The Selling Cry of the Lonely Hunter 7
It Takes a Village 8
Revenue as a Process 9
Chapter 3 Before and After Mad Men: A Brief History of Marketing 11
“They Laughed When I Sat Down . . .” 12
Core Marketing Philosophies Take Shape 13
The Good, the Bad, and the Ugly 15
Chapter 4 Demand Generation Emerges 17
Big Data Spawns Demand Generation 18
The Rise of “Left Brain” Marketing 19
Chapter 5 Sales Is from Mars, Marketing Is from Venus 23
Stop Talking to My Customers! 25
Sometimes Opposites Don’t Attract 26
Toward a More Harmonious and Productive Relationship 29
Chapter 6 The Sea Change Called Social Media 33
Power Shift 35
Transparency: It’s All Out There, So Deal with It 35
Authenticity: Crowd-Sourcing the Truth 36
Agility: Whatever Happens, It Will Happen Fast 37
Chapter 7 Coffee’s Not Just for Closers Anymore 39
Big Change Is Already Here 40
The End of “Telling and Selling” 41
Encouraging Collaborative Communication 42
Chapter 8 A Research-Based Perspective on Superior Revenue Growth 45
Experience versus Fresh Eyes 46
High Growth Means a Higher Marketing Percentage 47
Coordinated Management of Marketing and Sales Matters 48
Chapter 9 Leaving Trillions on the Table 51
Part II THE ROAD TO REVOLUTION: TRANSFORMING THE REVENUE MODEL 57
Chapter 10 The First, Crucial Step: Committing to Fundamental Change 59
The Value of Real Change 60
The Imperative for Growth 61
Driving Growth by Changing the Marketing and Sales Dynamic 62
Time to Commit to Fundamental Change 64
Chapter 11 Is Revenue the Weakest Link in the Chain? 67
Learning from the Six Sigma Revolution 69
Continuous Improvement in the Demand Chain 70
Chapter 12 The Power of a Revenue Cycle Process 73
There’s More to the Revenue Cycle Story 78
Water May Flow Downhill, But Leads Don’t 80
Chapter 13 Marketing Is Not a Cost Center . . . It Is an Investment in Growth 83
Who Is in Charge of Your Company’s Revenue? 84
Take a Page (or Two) from the Sales Playbook 87
Winning Hearts and Minds 90
Part III THE LEVERS TO REVENUE TRANSFORMATION 93
Chapter 14 People and Process; Art and Science 95
Toward a Revenue Machine 96
“Danger, Will Robinson” 99
Chapter 15 The Nuts and Bolts of a Revenue Cycle Process 101
Defi ning Your Revenue Cycle Model 103
Walk Before You Run 104
Farming Revenue 105
Chapter 16 “Seed Nurturing”—Helping Your Buyers Find You 115
Attracting Buyers across the Revenue Cycle with Content Marketing 117
Help Your Content Get Found with Optimization and Promotion 118
Transforming Awareness into Preference 121
Converting Preference into Leads 122
Chapter 17 The Art and Science of Nurturing and Scoring Leads 125
Building Engagement and Developing Relationships with Lead Nurturing 127
Identifying the Hottest Leads and Opportunities with Lead Scoring 131
Passing the Baton from Marketing to Sales 136
Chapter 18 Making Every Sales Moment Count 139
From the Serengeti to the Supermarket 140
The High-Efficiency Human Touch 141
Always Be Prioritizing 143
It’s Easy Being Green 146
Understand the Revenue Lifecycle 147
Chapter 19 Shining a Bright Light on the Revenue Machine 149
The End of “Half My Marketing Is Wasted” 150
Treating Marketing Like an Investment 154
Go with the Flow: Measuring the Revenue Cycle 154
The Power of Long-Range Revenue Forecasting 157
Chapter 20 Technology for the Revenue Process 161
Why Does Revenue Performance Management Need a System? 162
Marketing Automation: A Critical Step on the Revenue Journey 165
A Platform for Change 166
Chapter 21 Never Forget the Creative Side of Revenue Creation 171
Part IV PUTTING THE PIECES TOGETHER: INCITING YOUR REVENUE REVOLUTION 175
Chapter 22 Old Models: Up Against the Wall! 177
Chapter 23 The First Steps on Your RPM Journey 181
RPM as a CEO Imperative 182
Creating “Team Revenue” within the Corporation 184
Yes, You Gotta Buy Some Software 186
Selecting an Initial Project Scope 187
Creating a New Narrative for Change 188
Chapter 24 To Win the Revenue Game, You Need a Playbook 191
Driving Revenue Performance with a Common Playbook 191
Chapter 25 Should You Appoint a Chief Revenue Officer? 197
Hiring a CRO for All the Right Reasons 202
Chapter 26 The Roadmap for Your RPM Journey 205
Chapter 27 Viva la Revolution! 209
The Power and Promise of Revolutionary Change 210
Bibliography 211
Index 219