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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
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."
'...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)