Building and Leading the Modern Revenue Engine of Enterprise Growth
Revenue is the economic consequence of an enterprise system. This book shows how to lead the whole system: customers, product, pricing, selling, delivery, cash and the board, in one connected argument.
1,335 pages in 22 sections and 157 chapters, with 147 tables, 39 figures and more than 650 references. Also published as three volumes.
The book follows one movement from customer value to enterprise value. Each step depends on the others, and the consequences of a decision often show up in another function, in a later quarter. Select a step to see what goes wrong there and where the book deals with it.
Where the book covers it
The sections build one argument, but the book also works as a reference: enter through the decision in front of you and follow the cross-references back to customer value, economics and capacity. Open any section to see its chapters.
Arguments are tested with numbers. Every hypothetical figure is labeled as such, every documented case is bounded by its evidence, and the same numbers have to survive from one decision to the next. Two examples from the book:
An illustrative industrial order passes through a standard discount, a negotiated discount, an expected rebate and a commercial credit. No single concession looks large. Together they leave the seller with $81,435, before any cost to serve.
The final section follows Meridian Industrial Systems, a fictional equipment and services business, through diagnosis, growth thesis, offer design, go-to-market, AI, deal risk and board authorization. A capacity change has to enter the cost model. A revenue assumption has to survive the activation schedule.
| Revenue stream | Revenue | Margin | Contribution |
|---|---|---|---|
| Equipment | 60.00 | 30% | 18.00 |
| Service | 25.00 | 45% | 11.25 |
| Parts | 15.00 | 40% | 6.00 |
| Total | 100.00 | 35.25 |
Based on Table 147.1. All Meridian figures are constructed examples, open to challenge by design.
Everyone enters enterprise leadership through one door: sales, finance, product, marketing, operations or strategy. The chapters closest to your experience test your judgment. The unfamiliar ones show what your usual lens leaves out.
The Complete Edition contains the full work. The three volumes divide it at natural breaks, with chapter numbers continuing across them, so you can start with the part of the engine you are responsible for today.
The entire argument in one book, from the CRO mandate to board authorization of an enterprise revenue transformation. The best choice if you lead, or intend to lead, the whole engine.
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The mandate and the economics of growth: enterprise value, corporate scope, scaling, markets, customers, demand and product.
Buy Volume I
How the offer becomes a relationship: revenue science, pricing, go-to-market, compensation, enterprise selling, negotiation and customer success.
Buy Volume II
Governing at scale: revenue operations, AI, commercial finance, alliances, leadership, the board and enterprise transformation.
Buy Volume IIIThe book brings together management research, economics, public company filings and practical experience. It cites more than 650 sources and separates what a documented case shows from what it cannot prove. Frameworks have to earn their place by changing a decision.
Each section opens with a thinker whose question it takes up:
Filippo works with leadership teams that need their revenue engine to hold together, from the first diagnosis to a plan the board can authorize.
Engagements scoped to the decision in front of you, from a focused diagnosis to a transformation program.
In-company workshops for leadership and commercial teams, from half a day to several days, built on the book's methods.
Keynotes, panels and leadership offsites, in person or online.
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No. Selling is one essential part of the system the book describes. So are customer value, strategy, product, pricing, demand, delivery, finance and leadership. The book is about making their decisions compatible.
No. Many examples come from industrial equipment and services, and the book addresses manufacturers, distributors, retailers, financial institutions and service businesses alongside subscription and platform models. It is explicit that there is no single formula for growth.
No, but expect to work through numbers. Valuation, return on capital, unit economics and deal economics are developed step by step, with worked examples that explain what each calculation can and cannot tell you.
Buy the Complete Edition if you are responsible for growth across functions or want the full reference on your shelf. Choose a single volume if you need to go deep on one part of the engine now: Volume I for strategy and economics, Volume II for pricing, selling and customers, Volume III for operations, finance, AI and leadership.
Yes. Section 17 covers where AI changes revenue work, how to redesign human and AI workflows, search and agent-mediated discovery, how to measure AI productivity, responsible AI and agentic commerce.
Yes. Write to [email protected] with the number of copies and the edition you need. If you would also like a workshop or a talk for the team, send a request.
The Chief Revenue Officer Playbook is available on Amazon in a Complete Edition and three volumes.