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Thanks for posting this Scott - Stevens book is a great step up for people from the islands of thinking and activity/tools that have been the hall mark of this space for the last few years. Interestingly, and in line with many of your other blogs, we've found even CEOs today want to bypass both marketing and IT to secure their own views on what is happening in their revenue engine - we've great traction with BI systems linking iterative forecasts to marketing metrics from tools like Eloqua, then into SFC/Dealmaker - and the general ledger. Reasonable revenue forecast and actuals ten quarters out. Steven is right, THIS is the future - but a cloud app with little or no IT involvement.
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Nov 1, 2012