Rise of the Revenue Marketer

This book is written for the B2B marketing executive
who is responsible for answering the question “What
are you going to do about revenue?” This one question
begins the transformation of marketing from a cost
center to a revenue center, a journey for which most
executives are not fully prepared.

To describe this transformation, Debbie Qaqish
and The Pedowitz Group coined the term Revenue
Marketing in 2010. This book was written as a
Playbook for the executive responsible for leading
this change.

Marketing executives reading this book will:
gain insight from the Revenue Marketing practices
of twenty-four marketing executives interviewed
for this book; learn about a new discipline called
Revenue Marketing and how it transforms marketing
from a cost center to a revenue center; find out how
to move Revenue Marketing from a strategy to an
executable plan; discover how to manage the key
areas of change required on this journey; and
understand and be able to apply the key plays for
building a repeatable, predictable, and scalable
Revenue Marketing practice.