The Revenue Acceleration Playbook: Creating an Authentic Buyer Journey Across Sales, Marketing, and Customer Success
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Want to accelerate your sales? Stop selling, and start connecting.
Today’s buyers are inundated with sales pitches coming at them from websites, peer reviews, social media, and email blasts. Is it any wonder they’re overloaded, overwhelmed, and tuned out?
The fact is, product-centered pitching simply doesn’t cut it anymore. Buyers don’t want to hear about your product’s features—they want to hear about how it can solve their problems or help them reach their goals. In The Revenue Acceleration Playbook, sales and marketing expert Brent Keltner introduces a proven go-to-market framework to increase personalization and authenticity across every step of the buyer journey—from initial buyer engagement and prospecting, to closing new deals and expanding customer relationships, to growing target market segments.
Drawing on more than twenty successful company examples, Keltner shows you, step by step, how to build an authentic buyer journey that will generate more opportunities, higher account values, and faster segment growth. An essential handbook for CEOs, revenue leaders, and the entire go-to-market organization from Marketing to Sales to Customer Success, The Revenue Acceleration Playbook is your guide to building a high-growth organization, from the sales floor to the executive suite.
Customers say
Customers find the book to be comprehensive, thoughtful, and useful. They describe the author as authentic, real, and relatable. Readers also mention the pacing is fast and the language clear.
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3 reviews for The Revenue Acceleration Playbook: Creating an Authentic Buyer Journey Across Sales, Marketing, and Customer Success
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Emily N. Trask –
Buyers close deals, not sellers!
A must-read for anyone in sales and marketing.Salespeople have gotten a bad rap over the years because the sales process has been centered on them instead of the buyer/customer.Itâs refreshing to see this approach to sales â truly listening to and catering to our customersâ needs and goals â and guiding their experience based on understanding that. They often know what they need but might not (and often donât) know how to get there. And as Keltner writes: âThe role of the seller is to guide the buyer to a close with the right discovery questionsâquestions that surface a prospectâs pain and turn it into potential value.âAs championed in this book, marketing and sales â the customer journey â should be a tailored customer experience that educates, informs, and amplifies customer successes. Enabling potential buyers to see themselves achieving goals through your current customersâ experiences = success. âThe heart of an authentic buyer journey lies in guided buyer discovery. The process of being guided with questions leads the buyer to be open to hearing and internalizing the insightâand feeling that it is their insight.âAs someone who has worked in various roles around sales and marketing for many years, Iâve always been baffled by the disconnect between sales and marketing functions. We need to be moving the boat in the same direction for the benefit of our customers. This is our job. Marketing and sales teams should be acting together as buyer guides to help customers get them to their goals.Keltnerâs Revenue Acceleration Playbook is both insightful and actionable â full of relatable customer success stories. His authentic approach is one that truly focuses on the buyer journey and experience to both produce happy customers and generate higher revenue â a win-win for everyone involved. Shifting from product-driven selling to authentic conversations leads to faster business growth.So whether youâre selling shower curtain rings or enterprise software, you will benefit from the insights in this book!
Simon Fowler –
What does your buyer really value, and how will you know?
Even if you only read the table of contents, youâll start to rethink and improve your approach to sales, and change your expectations as a buyer! Pick any part, chapter or section and youâll find clear, helpful insight thatâs grounded in principle and reality. So purely in terms of book structure and instant helpfulness, this is one of the best Iâve read in the genre.Many books also start with claiming â3 stepsâ to something magical, and by the end of the book you have 297 things to do, to remember. In contrast, âThe Revenue Acceleration Playbook: Creating an Authentic Buyer Journey Across Sales, Marketing, and Customer Successâ is almost fractal in nature: that title and subtitle telling you almost everything itâs about, but then woven into every part of the book, making it possible and easy for the reader to build layer upon layer of understanding.As to the substance, Iâll name a three elements of Brentâs approach that compel me to recommend this book to individual sellers all the way to the C-suite. First, playbooks: this powerful construct addresses so many problems with typical sales improvement, by enabling explicit and constantly refined value narratives for every part of the organization responsible for creating seamless marketing, sales and customer experience. This is what will help C-Suite ground the whole organization in what the buyer values! Second, âdeeper value discoveryâ: so much in that phrase that conveys authentic other-centered conversation, real curiosity, and a way of genuinely helping a buyer know and articulate what they value, that then makes authentic mapping to your service or product offering possible. Third, âteam-based skill developmentâ: this is gold-dust, and a rebuke to anyone who thinks just training will change anything. Brentâs focus on methods that enable knowledge retention, social learning and personalization, all supported by coaching, are essential practice!Iâve worked in sales and leadership training for over 17 years, supporting sellers throughout that time, and making corporate and consumer buying decisions. If I wanted to sum up what Iâve learned, and stretch me further, this is the book to do it. I highly recommend it.
John A. Hope –
Three Part Meeting is a Winning Formual
I’ve read so many sales books, but this book really helps with practical and easily adaptable skills. A key learning from the book is that committing to three-part sales meetings can have a dramatic impact on deal quality and velocity. Some very tangible ideas on running sales conversations I found valuable include: 1) Start each conversation on the discovery or rediscovery of your buyer’s goals Why are they there? What are they trying to accomplish? Don’t get trapped in shallow discovery. 2) Continue with a product demo and discussion mapped to your buyer’s goals. 3) Start the product demo by recapping “I heard you say.” Don’t do a generic product pitch. 3) End your meeting by getting specific commitments from your buyer, including a next meeting. What do you do next? What do they do next after the call if you find areas of alignment of fit, agree on specific next steps. The Revenue Acceleration Playbook gives powerful specific examples using company stories on how to bring this into practice. A great addition to any sales library!