Engineer Markets
In every boardroom, at some point during the quarterly sales overview, one board member always seems to ask, “Why can’t we push beyond our current pipeline coverage to reliably hit our revenue targets quarter after quarter?” Hyperscale Revenue provides the answer; not just for defining a category or market, but for turning growth into an operational system within it. This book isn’t about quick fixes or surface-level advice; it’s a fully integrated sales operating system designed for the complexities of today’s enterprise environment. It doesn’t focus on small, incremental improvements to your sales process; instead, it shows you how to completely rewire it, from strategy to execution, rooted in the realities of how buyers make decisions in high-stakes, high-complexity markets. While many sales books promise faster results, this one delivers a set of institutional frameworks that make acceleration not just possible, but inevitable.
Through rigorously tested engagement frameworks, proven sales plays, and a clear sequence of actions, Jim Christen equips companies with the tools to weaponize their market strategy in the field. It teaches them how to guide buyers, especially executives, through decision-making processes that are unfamiliar, high stakes, and not just about solving immediate problems, but about shaping long-term business strategies. The result? The ability to create significant unbudgeted transactions that are many times larger than the norm, alongside a framework for executive engagement and measurable value realization. This feedback loop strengthens your go-to-market engine, making it faster, sharper, and more strategic.
Hyperscale Revenue provides the frameworks and sales plays needed to industrialize strategic selling, transform sales teams into trusted business advisors, and build a repeatable engine for sustainable growth.
I’ve spent much of my career studying, systematizing, and executing the principles behind building and scaling exceptional companies. The strategies outlined in this book are among the most actionable and impactful I’ve come across for sales leaders, customer success professionals, and C-suite executives who understand the critical importance of enterprise revenue execution but are searching for a structured approach to drive transformative deal momentum.
A seemingly straightforward question reveals a deeper challenge that many leadership teams grapple with: The gap between designing a high-impact product and building a scalable, go-to-market system. I’ve developed the Traction Gap™ Framework to systematically bridge this divide, turning early potential into measurable market traction by defining, shaping, and ultimately owning a category and market. This is accomplished by aligning efforts across critical areas, such as demand generation, and creating clear, compelling messaging. The framework provides go-to-market leaders with a precise, step-by-step operating model to minimize execution risk, enabling them to identify and validate their core markets with confidence. It outlines how to signal readiness to scale and rigorously establish market/product fit, while keeping the market as the central focus. The frameworks in my book, Traversing the Traction Gap, integrates seamlessly with the principles in Hyperscale Revenue. Yet, even with sharp strategy and strong positioning, one essential question persisted: “How do we execute this at scale with consistency, focus, and discipline?”
In enterprise customer value creation, having a complete business strategy earns you a seat at the table. Product quality gets you into the evaluation process. Category leadership puts you on the shortlist. But it’s the precision of sales execution at the executive level—driven by strategy, guided by deep insight, and executed with operational discipline—that closes the deal.
Read this book. Then encourage your entire GTM team to do the same to master the art of engaging key executive decision-makers.
It’s that important.
Bruce Cleveland, CEO, Traction Gap Partners
