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Presents original research documenting the size and nature of the 'sea of sameness' customers face, and delivers a framework of strategic marketing competencies to help organizations differentiate themselves and deliver value.
List of contents
Chapter - 01: B2B organizations are stuck in a Sea of Sameness; Chapter - 02: Why does sameness happen in B2B marketing?; Chapter - 03: The V.A.L.U.E. competency framework - core competencies for B2B differentiation; Chapter - 04: The role of sales and marketing in B2B organizations - what is important?; Chapter - 05: The visionary - competencies for seeing the next competitive move; Chapter - 06: The activator - competencies for getting things done; Chapter - 07: The learner - competencies for staying in tune with your customers; Chapter - 08: Usefulness - competencies for becoming indispensable to your customers; Chapter - 09: The evaluator - competencies for making good decisions; Chapter - 10: Building a V.A.L.U.E. competency culture; Chapter - 11: Using V.A.L.U.E. competencies to stand out from your competitors;
About the author
Dr Simon Kelly has 35 years' experience in the ICT industry in customer service, sales, and marketing. He pioneered the move from 'product push' to 'value-based' selling while he was Marketing Director (SVP) at BT. A "pracademic" he has developed innovative marketing and sales skills modules at Sheffield Business School where he was a Senior Lecturer. He is currently CEO of Cohesion Marketing Services and a Principal of Shake Marketing Group and Lecturer in Marketing and Sales at York Management School.Dr Paul Johnston is a senior lecturer in marketing and innovation at Nottingham Trent University. Prior to this Paul spent 20 years in the gambling and electronics games industry with board level roles in competitive strategy, key account management, marketing research, and product innovation.Stacey Danheiser is CEO and founder of SHAKE marketing group, a strategic marketing consulting firm based in Denver, Colorado. She works with B2B clients to implement integrated marketing strategies and teach them about customer-centricity. Prior to starting her own consultancy, she spent 15 years as a marketing and sales enablement leader at large companies across cable, telecommunications, financial services, and banking sectors.
Summary
Presents original research documenting the size and nature of the 'sea of sameness' customers face, and delivers a framework of strategic marketing competencies to help organizations differentiate themselves and deliver value.
Foreword
Helps organizations create differential value for their customers, by re-focusing on the consumer and the kinds of solutions they want, rather than the kinds of solutions the organization has traditionally offered
