The Revenue Takeover: Old-School Marketing Doesn't Cut It Anymore

May 18, 2021 Tegrita


CMOs are empowered to take ownership of revenue in this new book from Tegrita’s executive team

We’re living in a digital transaction world that rises and falls on the success or failure of the customer experience, but so many companies are still selling like it’s 1999. In CMO to CRO: The Revenue Takeover by the Next Generation Executive, Tegrita empowers CMOs to shed the limitations of their role by taking control and revolutionizing the revenue model.

Available on Amazon in paperback, hardcover, and eBook, the Tegrita Executive team uses the Revenue Takeover to confine old-school marketing practices to the past. Technology and customer expectations have come too far for outdated thinking. Why are revenue impacting departments independently striving for conflicting KPIs? Why are silos not working together to provide a seamless CX?

CMOs need to take the wheel. Reconfiguring and unifying departments is long overdue. It is time to position your company as an innovative leader and finally uncover what CX is really about: revenue growth.

About the Authors

Authors Brandi Starr, Mike Geller, and Rolly Keenan spearhead innovative change every day as the leadership team of Tegrita. Passionate about the role marketing plays in an organization’s success, they strive to eliminate departmental silos and unite teams to create a consistently exceptional customer experience. Mike, Tegrita’s CTO, is a technologist with fifteen years of consulting experience while Brandi, the COO and CMO, leads Tegrita’s marketing initiatives with twenty years of digital marketing experience. Bringing a background in technology, marketing, and business development, Rolly, Tegrita’s CRO, manages enterprise software, consulting, and marketing strategy.

“The inspiration for CMO to CRO came during a 3-day break away session that we do quarterly. We use this time for tough discussions and big picture decisions. On one such strategy retreat, we really dug into what our clients really needed and where they experienced problems. We found that most clients performed different areas of revenue optimization successfully, but nobody did everything well. They didn’t do everything well because departments operated independently and chased goals that didn’t align with others. The only solution was to unite all of the functions of the front office in a Revenue Takeover.” - Rolly Keenan.

About Tegrita

Tegrita is a full-service marketing technology consultancy enabling digital strategy with technology. Privately held and based in Toronto, ON, Tegrita is a remote team of experienced and innovative consultants specializing in marketing automation to support growth-minded organizations. Tegrita brings your marketing strategies to life through marketing automation and the technologies that surround it. For more information, go to or follow us on LinkedIn @tegrita.

Publication date: May 18, 2021
Publisher: Lioncrest Publishing (May 18, 2021)

  • Kindle: $7.99
  • Hardcover: $27.99
  • Paperback: $17.99

Kindle ASIN: B0944XKL81
ISBN-10: 1544517807
ISBN-13: 978-1544517803


Media Contact

Manar Asaya | Tegrita |


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