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Book details
  • Genre:BUSINESS & ECONOMICS
  • SubGenre:Entrepreneurship
  • Language:English
  • Pages:304
  • Format:Hardcover
  • Hardcover ISBN:9781543949001

Scaling the Revenue Engine

by Tom Mohr

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Overview
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.
Description
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.
About the author
Tom Mohr has a diverse background as a CEO coach, serial entrepreneur, and Fortune 500 executive. In his role as founder and CEO of CEO Quest, he leads a team of top-tier tech CEO coaches in Silicon Valley, New York, and Los Angeles. CEO Quest coaches provide expert advisory support to CEOs on their journeys of company building. Prior to CEO Quest, Mohr co-founded Digital Air Strike. Over six years, he raised a lot of VC money and scaled the company from whiteboard concept to profitability, with 2000 auto dealer customers. Previously, he was president of Knight Ridder Digital, a Fortune 500 subsidiary, and sat on the boards of CareerBuilder, Cars.com, Apartments.com, and ShopLocal. He has been at the helm of companies and divisions at every stage of company building, from zero revenue to $300M. Mohr is author of two other books— People Design and Funding & Exits. He is currently at work on his fourth book. He lives in San Jose, CA with his wife Pageen (CEO Quest's controller). They have two adult children, Jack and Mary Catherine.
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