Review: Revenue Disruption

Companies must undertake a fundamental change in the way they create, manage and generate revenue, says Phil Fernandez in his new book Revenue Disruption . Fernandez, who is CEO of Marketo, a revenue performance management firm, says companies spend far too much time and money, often more than a quarter of total revenue, on obsolete and
outdated sales and marketing strategies. What's a CMO (and CEO and COO) to do? Replace the old methods with what he calls RPM, or Revenue Performance Management. RPM, in a nutshell, flips the entire sales and marketing process upside down. Make it easier for customers to find you, he says, rather than going out and trying to find them. Fernandez shows readers how to make it happen.