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

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Chapter 26

The Roadmap for Your RPM Journey

For a decade or more, I have had a mantra that has guided my personal approach to leadership. It goes like this:

Think Big, Start Small, Move Quickly

What it means is that you have to dream big, work from a vision, and set audacious goals for yourself and your company. But since the big ideas part can be daunting, it’s essential to prevent fear or uncertainty from blocking your way. A journey is just a series of small steps. While not every step needs to move in the direction of your end goal, if enough of them do, you’ll get where you want to go.

Finally, run, don’t walk. The world is moving faster every year and every day. If you’re not acting with urgency in everything you do, you become a sitting duck, just waiting to be crushed by a more aggressive competitor who is running while you are walking.

I can’t think of a better place to apply this mantra than to the Revenue Performance Management journey. We have the motivation: Buying has changed forever. We have the vision: Transform the arts and crafts of standalone marketing and sales departments into a unified, high-performance revenue machine. We have the audacious goal: Achieving unprecedented revenue growth, together with increased revenue efficiency, to the tune of $2.5 trillion across the global economy by 2017. We have the strategy: Revenue Performance Management, which is real and achievable, offering an immediate and concrete plan for action. And we have the leader: a Chief ...

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