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Kristin Zhivago’s Ground-Breaking Book, Roadmap to Revenue: How to Sell the Way Your Customers Want to Buy, Is Now Available as an Audiobook

Kristin Zhivago’s 5-star business book, Roadmap to Revenue: How to Sell the Way Your Customers Want to Buy, is now available from as an Audiobook. The book has been popular with business owners and CEOs, as well as marketing and sales professionals, and was one of the first to identify that the buyer’s journey was more important than the seller’s process.

Zhivago had been a revenue coach to tech companies for a number of years before writing the book. She worked with hundreds of companies and interviewed thousands of buyers. “Everything in the book is based on data gathered in those interviews and the experience I gained helping companies shift from being company-centric to customer-driven,” says Zhivago. “There are no untested theories in this book.”

Instead, the book is a practical and prescriptive guide to making it easier for customers to buy. “The biggest lesson I have learned interviewing customers is that what the company thinks is important and what the customers think is important are completely different,” Zhivago says. “Which means, of course, that every strategy, every marketing decision, and every campaign is going to be off-target. As buyers, on the receiving end of those messages, we know this. As sellers, we always assume we know, but we don’t.”

In order to solve this problem, Zhivago would first determine what the company managers assumed their customers wanted, and then interviewed customers to find out what they really wanted. She would then present her findings to company managers and help them revise their strategy so their approach, messages, and tactics were in sync with their customers’ desires.

“This process is revealed in full detail in Roadmap to Revenue,” Zhivago says. “I describe the interviewing method, how to present the resulting data to company managers, and what to do with the data.” Zhivago notes that marketers who use this method will gain respect from management that they have never experienced before.

“Marketers have been losing the respect of management for years now,” says Zhivago. “The reason is simple: They are being paid to be an expert on the customers’ preferences and processes. But marketers spend too little time actually interacting with customers, so they are doing what most marketers do: they guess. Guessing is a sure pathway to lower revenue. And they have no formal, proven way to gather customer information and present it to management. This book provides that toolset. A number of marketers have told me that following the methods in this book marked a turning point in their careers.”

“Respect comes from confidence and successful performance,” Zhivago adds. “These interviews give marketers confidence, and what they learn improves their performance.”

Buying process characterized by the level of scrutiny

The book also identifies the four types of products and services, based on the amount of scrutiny that the customer applies to the buying process: Light Scrutiny, Medium Scrutiny, Heavy Scrutiny, and Intense Scrutiny.

“Companies that don’t realize the difference between these buying process categories can waste a lot of money on unnecessary or off-target marketing programs,” says Zhivago. “Once I identified the four categories, which can apply to both consumer and business-to-business products and services, it was much easier to map out the buying process for each one and help company managers successfully support their customers’ buying process.”

Roadmap to Revenue describes, in instructive detail, what a buyer needs during each phase of their buying process and exactly how the company can meet those needs. The new Audiobook version is now available via Amazon at, along with the hardcover and Kindle versions.

About Kristin Zhivago

Kristin Zhivago is the founder of Zhivago Partners (, a digital marketing management company, with clients ranging from startups to well-established companies, in both consumer and business markets. The company has tripled in size in its first year. Prior to founding the company in July of 2017, Zhivago was the co-founder of a digital agency for two years; prior to that, she spent decades as a revenue coach to entrepreneurs and CEOs, mostly in the tech industry, helping them sell the way their customers wanted to buy. She has been personally involved in introducing a variety of new technologies to worldwide markets, and speaks and blogs frequently on how to use tech and proven methods to increase revenue. She is also an ocean sailor; she and her husband had a 48-foot catamaran built in South Africa and sailed it home to New England together in 2009.

Press Inquiries:
Katy Coyle
Zhivago Partners

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