The Revenue Revolution Manifesto ñ A Call For Marketing and Sales Alignment

We hold these truths to be self-evident:

That marketing and sales are equally important Contributors to Revenue and have certain rights and responsibilities;
That among these are Cooperation, Communication and Collaboration in the pursuit of Revenue; and
That marketing and sales Coordinated in action can create easier and better quality sales cycles that foster explosive revenue growth.

In order to form a more functional Revenue organization, we hereby declare and decree that marketing and sales will unite to:

Go beyond the Sales Cycle and focus on the complete Revenue Cycle
Respect the different strengths that each function brings to the organization
Communicate regularly and develop trust
Create a common definition for lead stages and a 'sales ready lead'®
Nurture relationships with prospects regardless of timing to buy
Provide timely information on lead quality
Interact with prospects in an intelligent way that respects the communications theyíve already received and the interests theyíve demonstrated