IN THIS SUMMARY
In Revenue Disruption, revenue performance management expert Phil Fernandez explains how marketing’s role in planning and creating revenue growth must be expanded in order to realize enhanced profitability. The need for this expansion is formulated on recognizing that the buyer, not the seller, now controls most of the sales process. Using the Internet and associated technologies, today’s consumers can effortlessly research businesses and their products and services, identify their own preferred brands, ask acquaintances about vendor quality, learn about pricing, and only then agree to talk to a salesperson. Because of this, businesses must now make it easier for consumers to find them.