This book should be on any the bookshelf of all marketing/product marketing/product management professionals.
This book does an excellent job of focusing on the critical conversations between a salesperson and a prospective customer.
Once you have completed your customer message maps, it's like having the answer to all the tests in your hands.
Just re-read Tim Reisterer's great book on CMM. While we've practiced many of his strategies in the past, decided we needed to sharpen the saw and revisit as we prep for Q2. Read morePublished on March 27, 2010 by B. reed
The book is great. It truly depicts a typical business environment, relationship between sales and marketing, their miscommunication and describes how combining sales and marketing... Read morePublished on February 3, 2009 by Natalia Marshall
CMM provides actionable information - nitty-gritty tactical exercises - to get buyer intelligence out of the heads of front-line sales people and into the hands of marketing. Read morePublished on April 17, 2008 by Brenda Shipley