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Creating the Strategy Winning and Keeping Customers in B2B Markets

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ISBN-10: 0749466146

ISBN-13: 9780749466145

Edition: 2012

Authors: Rennie Gould

List price: $31.99
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Creating the Strategy is a practical, "how-to" book that brings together the most important elements of business strategy, B2B marketing theory and sales management. Aimed at those wanting to structure their organisations around the winning & keeping of customers in B2B markets, typically MD's, General Managers and Directors and Senior Managers in Sales and Marketing, the book is written by a practicing management consultant and introduces a number of unique and powerful methodologies proven in workshops conducted with clients such as Mercedes-Benz and AXA Insurance. It looks at those elements responsible for creating outstanding sales and business performance in B2B markets. The book…    
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Book details

List price: $31.99
Copyright year: 2012
Publisher: Kogan Page, Limited
Publication date: 8/3/2012
Binding: Paperback
Pages: 248
Size: 6.18" wide x 9.25" long x 0.55" tall
Weight: 0.836
Language: English

Sales and Customer Strategy
Sales and customer strategy in B2B markets
The importance of sales and customer strategy
The Business Performance Value Chain
The role of management
Business performance
Creating strategy
Managing strategy
Workshop tested
Self-assessment questionnaire
The sales and customer strategy self-assessment
The self-assessment
Creating Strategy
Strategic direction
The external environment
SWOT analysis
Overall goals
Core competencies
Market definition
Competitive positioning
Strategic direction and business strategy
Implications for management
Workshops and case studies
Customer strategy
Customer strategy and marketing theory
Customer importance
Customer understanding
The Customer Relationship Matrix
Customer importance mapping
The customer journey
Sources of customer information
Customer profiling
Previewing sales process
Workshops and case studies
The value proposition
Products and services
The total proposition
New product development
The Differentiator Matrix
Creating customer value
Aspects of value
Value mapping
Creating value propositions
The Value Balance Sheet
The value proposition creator
Workshops and case studies
The sales process
The sales process
Stages in the sales process
Developing the sales process
Activity management and account management
Business buyer behaviour
Choice of development account
Development account entry strategy
Time and territory management
Automating the sales process
Workshops and case studies
Managing Strategy
Business purpose
Strategy and business purpose
Beliefs and values
Communicating business purpose
Primary mechanisms of culture
Secondary mechanisms of culture
Workshops and case studies
People and performance
The Organizational Blueprint
Controlling performance: The sales performance framework
Key performance measures - the ends
Intermediate performance measures - progress
Competence - the means
Knowledge, skills and behaviour
Standards of performance
Example competency profile: Account manager
Workshops and case studies
Appendix 1: Job specification
Appendix 2: Field appraisal process
Development and motivation
The personal development plan
Training needs analysis
Creating a philosophy of development
Training v coaching
Developing competencies
Developing knowledge, skills and behaviours
Team development
Team life cycles
Note on recruitment
A motivation exercise
Some traditional theories of motivation
The motivational framework
Some common sales motivation issues
Workshops and case studies
Implementing Strategy
Implementing strategy
Priorities for action
Strategic v operational change
Leading operational change
Leading strategic change: Lessons from consultancy
The Art of War