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Revenue Disruption: Game-Changing Sales and Marketing Strategies to Accelerate Growth by Phil Fernandez

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Chapter 22

Old Models

Up Against the Wall!

We used to think that revolutions are the cause of change. Actually it is the other way around: change prepares the ground for revolution.

—Eric Hoffer

Revolution is indeed in the air. The traditional sales and marketing model that somehow managed to limp by for a century or more is now hopelessly broken and simply can’t cut it in a world where buyers, not sellers, have emerged in unchallenged control of the revenue generation process. Corporations and business people all over the world are now waking up to that fact. And the most forward-looking among them are moving swiftly to disrupt the status quo in their marketing and sales teams by adopting new strategies, processes, and technologies to transform the ways they create, manage, and accelerate revenue growth.

Though Hoffer’s quote is almost a half-century old, it is strikingly apropos for the current revenue revolution. You see, the necessary change has already taken place. Digital technologies like the web, search, mobile, and social media have forever transformed the way people buy everything from inexpensive consumer products to multimillion-dollar business goods.

This change has prepared the ground for innovative marketing and sales leaders to dramatically rethink their traditional roles and processes. Those who do, and then act accordingly, will find more buyers, increase their marketing and sales efficiency, take share from competitors, and grow their revenue to the collective ...

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