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| Acknowledgments | |
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| Introduction | |
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| The Marketing Playbook: Marketing Operations are your foundation | |
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| Transactional Versus Relationship Marketing Model | |
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| Designing a Business Operations Model Built for Revenue | |
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| Changing How We Thought about Teamwork | |
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| Don't Cover Up the Weak Spots | |
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| Management: Reinforcing and Defining Roles | |
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| Defining Your Structure | |
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| Putting People in Position to Win | |
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| Key System Elements | |
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| How to Thrive in a Structure as an Employee | |
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| Put the CMO in Charge of Both Sales and Marketing | |
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| Think Like a Structured CMO Even If You're a Team of One | |
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| Creating Connection Across Departments: Custodians of the Brand | |
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| Going Beyond Reception | |
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| Consumer Affinity: Making Fans of your customers | |
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| Creating Fans | |
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| Identifying Fans of Your Company | |
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| The Rings of Fan Avidity | |
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| Moving Fans to the Inner Rings | |
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| Promotions that Move People Through the Rings | |
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| Simple, Creative, and Dominating | |
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| Little Bit of Time, Big Impact | |
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| Promotions foe Different Ps | |
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| Shock and Awe | |
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| Final Thoughts | |
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| Building Revenue-Generating Extentions | |
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| The Three-tier customer model | |
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| Getting Started: Organizing Your Tiers | |
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| The First Tier: Your Season Ticket Holders | |
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| The Third Tier: The Corporate Sponsors | |
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| The Second Tier: Club Seats | |
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| Initial efforts: How building a new stadium revolutionized our marketing | |
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| Never Close the Opportunity for Further Revenue | |
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| Identifying and Creating Tiers at Your Company | |
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| The Birth of the Revenue-Generating Extension | |
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| Revenue-generating extensions | |
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| Don't Forget the Customer Service | |
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| Making it your own | |
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| Final Thoughts | |
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| Relationship architecture: Building remarkable business relationships | |
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| Delivers | |
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| D: Dedication | |
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| Your Individual Business Brand | |
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| Saying No Can Be a Positive | |
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| E: Energy | |
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| Positive Energy Evokes a Positive Response | |
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| Find Your Trigger | |
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| L: Loyalty | |
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| The Independent Problem Solver | |
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| I: Invest | |
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| V: Vision | |
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| E: Engage and Entertain | |
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| R: Responsibility | |
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| s: Sacrifice | |
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| Relationship Architecture is a Discipline | |
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| The Ten Commandments of Relationship Building | |
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| The Art of the Icebreaker | |
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| It Takes Only One Change in a Process to Make a Difference | |
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| Controlling the Process | |
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| The ten commandments of organizing a business relationship | |
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| Thou Shouldst Always Review the Business card of Anyone You Meet | |
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| Create a File and a System to Capture Information about the Relationship | |
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| Follow Up with Any Person You Meet | |
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| Honor Your Relationship and Gather Information | |
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| Thou Shalt Not Stop Here | |
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| Send Periodic Notes to Keep Communication Flowing | |
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| Surprise People by Remembering Something That Is Very Important to Them | |
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| Invite People to an Event That You Can Attend Together | |
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| See That What You Do Delivers to the Relationship | |
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| Repeat Commandments 6 through 9 on a Consistent Basis | |
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| Creating Memorable Moments | |
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| Memorable moments | |
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| Magnitude or Attitude? | |
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| The Bow | |
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| Finding the Bow and Tying It Perfectly | |
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| It's All about the Execution | |
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| The Hunt for the Perfect Bow | |
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| Groups: Exponentially Magnified Relationships | |
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| Relationships Equal Revenue | |
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| Your network, not your net worth | |
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| The revenue game: Converting Relationships into revenue | |
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| Build, don't sell | |
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| Stop selling | |
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| Keep the Contract in the Drawer | |
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| Forgoing the short-term sale | |
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| Listen and Solve | |
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| Always be creating | |
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| Closing Isn't Selling | |
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| Cold Calling | |
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| Seven deadly sins of sales and marketing | |
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| Greed | |
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| Gluttony | |
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| Envy | |
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| Sloth | |
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| Pride | |
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| Lust | |
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| Wrath | |
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| Revenue generation: The new business funnel | |
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| The nine steps of the new business funnel | |
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| Prospecting | |
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| Research | |
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| Identify Your Target List (Short List) | |
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| Relationship Architecture | |
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| Needs Analysis | |
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| Create a Pertinent Program | |
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| Pitch the Concept | |
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| Exchange Ideas to Get to the Close | |
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| Close/Dead | |
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| Creating and generating | |
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| Don't spike the ball on the five-yard line | |
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| The five factors of drive | |
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| Direction | |
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| Desire | |
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| Discipline | |
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| Determination | |
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| Destination | |
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| Sometimes you just have to suck it up | |
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| Giving up is not part of the plan | |
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| Quit | |
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| Stay the Course | |
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| Adapt and Overcome | |
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| Don't be a doormat | |
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| When the dust settles: the tasmanian devil effect | |
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| There's a price for everything | |
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| Afterword | |
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| Index | |