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

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Toward a Revenue Machine

If there is one central theme running through all the evolutionary changes involved with RPM, it is this: Every company needs to design and build a high performance revenue machine. In the same way that centuries of artisan production gave way almost overnight to the Industrial Revolution, assembly line manufacturing, and scientific methods applied to business management, now the traditional arts of marketing and sales must yield to a repeatable, scalable, measurable, and increasingly efficient revenue assembly line.

Think about the characteristics of a modern high-performance machine—a sports car, a jet turbine, a semiconductor fab lab, an iPad, or whatever. In every case, specialists with expert scientific and engineering knowledge labor with care to plan, design, and build the machine to precise tolerances. They build mockups, create computer simulations, and construct test beds to explore what works and what doesn’t. They measure performance, identify improvements, and reduce costs, sometimes to the point that companies can account for tenths of a cent per unit in their manufacturing process. These same ideas apply to building a high-performance revenue machine.

FIGURE 14.1 A high-performance machine starts with a great design.

Source: © iStockphoto. Used with permission.

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How do we design a high performance, high efficiency revenue machine? The first ...

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