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, 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.