- Genre:business & economics
- Sub-genre:Entrepreneurship
- Language:English
- Pages:304
- Paperback ISBN:9781543948981
Book details
Overview
Tom Mohr's book, Scaling the Revenue Engine, has already garnered over 12,000 online readers.
This is the book author Geoffrey Moore (Crossing the Chasm) has challenged execs to read ("You really want to read this..."). Same with Tien Tzuo, the CEO of Zuora ("...read this book"). So too with Victor Ho, CEO of FiveStars ("...the most complete resource on driving real growth I've ever seen."). And many more.
In Scaling the Revenue Engine, the revenue engine is seen as a whole system, bounded by unit economics. It stretches beyond marketing and sales to also incorporate product, technology, and even accounting.
At every stage of revenue engine growth, you uplift maturity by leveraging your deployment of people, tools, workflows and metrics-- always working outward from a clear understanding of customer value.
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The prevailing model of revenue generation conceives of marketing, sales, customer success, finance, and product development as separate activities. But two years of in-depth research and extensive input from world-class practitioners makes clear that the prevailing model is broken.
In Scaling the Revenue Engine, Tom Mohr shows that best practice revenue engines are built as whole systems, bounded by unit economics, with end-to-end workflows and data flows that support orchestrated prospect and customer engagement. Every step is tracked by metrics. Teams leverage data to continuously improve everything.
Mohr gives CEOs and their teams the tools and frameworks they need to scale. He maps out every component of a successful revenue engine and provides practical advice for making engine improvements at every stage of a company, for every variation of business model. Scaling the Revenue Engine is a comprehensive, practical, and powerful tool for business acceleration.
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