Revenue Disruption – Game-Changing Sales and Marketing Strategies to Accelerate Growth

Author: Phil Fernandez

Publisher: John Wiley & Sons

Reviewer: Girish Balachandran, EMEA client development director, Waggener Edstrom Worldwide

With solid endorsements from industry greats like Beth Comstock, CMO at GE and Marc Benioff, CEO at Salesforce, Phil Fernandez’s Revenue Disruption easily got my attention. The book offers 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.
With B2B buyers now making 60-70 per cent of their purchasing decisions before they speak to a supplier’s sales person, the sales cycle as we know it is redundant. In its place, Fernandez proposes a new framework – the revenue cycle – to drive growth.
The book is divided into four sections and each is broken down into sub-sections, the summaries at the end of each section make it an easy read.
While many of the concepts Fernandez discusses – such as the control afforded to buyers, the rise of inbound or content marketing, and the need for marketers to speak the language of business – are not new, he frames a compelling argument for why business leaders should understand why they matter.
Where the book fails is in providing practical examples of how organisations are using revenue performance management to help buyers make big and complex purchasing decisions. Much like other books that offer promises of revolutionising business, it suggests the creation of a new role – the chief revenue officer.
I recommend this book for those looking to align differently wired sales and marketing teams with a common purpose, “It’s the revenue, stupid!”

Star Rating: 4/5

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