The Revenue Zone: The Ultimate Playbook for The Next Generation of B2B Sales, Marketing and Predictable Revenue Growth by Tom Burton
"I try to read one business book a month to keep up with what’s going on in the corporate world. Reading these books is especially important since I work from home as a freelancer and rarely get the opportunity to work on collaborative projects with different and refreshing viewpoints.
This book by Tom Burton grabbed my attention because it was an independent and first-time author who had loads of current experience I could learn from. The book is relevant for any business stuck in old ways of doing things or a person like me who is relatively new to a profession.
Tom Burton shares his philosophy that “what got us here, will not get us there” in The Revenue Zone. Burton shares his comprehensive yet uncomplicated and forward-thinking approach to gaining more clients, earning more revenue and building a loyal fanbase. In The Revenue Zone, you will recognize familiar topics adapted to today’s consumer buying behavior, specifically B2B companies. First, Burton explains the Revenue Zone, where earning trust and building demand creates revenue and then teaches you how to build the roadmap to get there. Burton terms this the “Yellow Brick Road.” Then, the book transitions to maintaining customers, capitalizing on the customer’s positive experiences, and analyzing what works and what doesn’t. The Revenue Zone is a simple, straightforward presentation of concepts that any B2B business can apply. I enjoyed how I could easily follow the step-by-step instructions and online tools accompanying the book. I went through the model with my own business, and wow, did I learn I had some work to do. It was a healthy exercise that got my creative juices going to improve my business and gain more clients. After reading the book and working through the exercises, I felt motivated to improve my business and had a practical guide on how to move the needle. I appreciated the helpful explanations, online tools, and recommendations. The links and downloadable guides are a nice touch and useful. The book has many take-homes, but not selling but guiding customers to your product or service was the best tip. I would highly recommend this book to any B2B business manager or anyone interested in how marketing to B2B customers has changed and how to structure and approach the new sales call.
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