Ascending
The Ladders of Growth
B2B Marketing theory and practice have come a long way since the dot-com boom that brought an explosion of marketing technology vendors in the mid-2000s to today. Chief Marketing Officers (CMOs) are seeing increasing responsibility for revenue generation, for supporting overall business objectives, and developing growth-centricity within their organization. Whilst the advancement of technology has increased the productivity of marketing teams around the world, many still struggle to achieve the sustainable growth and repeatable/dependable business results they are looking for.
Ascending Growth is a must-read management book for senior marketers who aim to drive sustainable growth outcomes for their organizations, large or small. It introduces a managerial framework "The Growth Experience (GX)" as the core foundation to manage your revenue generation engine and beyond technology, it also examines the other nine elements in the Revenue Generation Value Chain™️ through a maturity framework. Finally, the book takes you through a practical methodology called "Ascending Transformation Method (ATM)" to help you take on the transformation journey with real-life examples and tips. Featuring real world experience and case studies, Ascending Growth provides the HOW TO guide for marketers who are brave enough to take on the transformation journey to turn their revenue generation functions into a sustainable competitive advantage.