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The Fundamentals of Business-to-Business Sales & Marketing Hardcover – August 29, 2003

ISBN-13: 978-0071408790 ISBN-10: 0071408797 Edition: 1st

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The Fundamentals of Business-to-Business Sales & Marketing + The B2B Executive Playbook: The Ultimate Weapon for Achieving Sustainable, Predictable and Profitable Growth + B2B A To Z: Marketing Tools and Strategies That Generate Leads For Business-To-Business Companies
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Product Details

  • Hardcover: 208 pages
  • Publisher: McGraw-Hill; 1 edition (August 29, 2003)
  • Language: English
  • ISBN-10: 0071408797
  • ISBN-13: 978-0071408790
  • Product Dimensions: 9.3 x 6.1 x 1 inches
  • Shipping Weight: 1.2 pounds (View shipping rates and policies)
  • Average Customer Review: 4.7 out of 5 stars  See all reviews (14 customer reviews)
  • Amazon Best Sellers Rank: #200,629 in Books (See Top 100 in Books)

Editorial Reviews

From the Back Cover

How today's B2B leaders are integrating new approaches and technologies with proven techniques to find, get, and keep customers

The traditional business-to-business, face-to-face selling approach has been in decline for a number of years. In its place has risen a new integrated sales coverage method that incorporates the best practices of direct/database marketing and field sales into a new B2B communication mix that will dramatically improve sales and marketing productivity.

The New Fundamentals of Business-to-Business Sales and Marketing ties together the best of the old and the new, introducing a new sales coverage model that meets the needs of today's fast-paced, Web-based environment while retaining the benefits that only a knowledgeable, hands-on salesperson can bring to the table. Straight-talking and well-documented, this rulebook for selling success in the marketplace will show you how your organization can attain:

  • Improved, results-based marketing through the creation of a robust prospect and customer database
  • Precise targeting of the right market through advanced segmentation and microsegmentation techniques
  • Increased results from demand generation efforts that will produce real sales opportunities, not just raw inquiries
  • Higher sales and profits for distributors and business partners through improved feedback systems and channel efficiencies

As a marketer, each day that you cling to outmoded technologies and practices could be costing you competitive advantages that will be difficult, if not impossible, to regain. The New Fundamentals of Business-to-Business Sales and Marketing will show you how to create and deploy a new sales coverage model that will enhance your go-to-market selling strategy and tactics like never before.

"Yes, it's more difficult to sell today using the traditional salesperson-based go-to-market models. That's the bad news. The good news is that a new integration between sales and marketing is emerging that is producing a new sales coverage model. The goal of this book is to fully detail this model . . ."
--From Chapter 1

Business-to-business selling has undergone a tremendous metamorphosis in the past decade. The actual purchase decision often requires input from many more people--frequently in multiple locations--while time-pressed buyers increasingly turn to the Internet for instant product information. Meanwhile, as sales professionals watch their call-to-close ratios go through the roof, they are driven even harder to meet the frequently heard twin appeals of "sell more" and "spend less" from management.

The New Fundamentals of Business-to-Business Sales and Marketing breaks through this impasse, showing sales and marketing decision makers how to meld effective face-to-face sales techniques with highly targeted communications that use the latest technologies--thereby creating a fully integrated, continuous marketing and sales system. Combining his fifteen years of sales and sales management experience with twenty years of B2B database/direct marketing on both the client and agency side, John M. Coe shows you what you must do to:

  • More closely match your firm's sales procedures with today's transformed buying process
  • Bring marketing and sales together to improve inquiry generation, lead qualification, and sales conversion
  • Improve feedback from sales and tighten the working relationship between marketing and sales
  • Keep customer acquisition costs down by improving the lead development process before passing the opportunity to a high-cost sales resource
  • Dramatically increase marketing and sales productivity through effective use of marketing databases, direct mail, telemarketing, E-mail, web conferencing, and more

Let The New Fundamentals of Business-to-Business Sales and Marketing provide you with a step-by-step roadmap for integrating your organization's sales efforts with its marketing communications programs by revamping and updating your go-to-market sales strategy.

About the Author

John M. Coe is an internationally recognized authority on B2B sales and marketing. In 1980 he discovered direct marketing as a sales productivity solution and made the switch to the agency side when he founded Integrated Target Marketing, a B2B direct marketing agency. Coe has been the national direct marketing campaign manager at IBM, the senior vice president of B2B marketing at Rapp Collins Worldwide, and the president of Database Marketing Associates, a well-known B2B consulting firm. He is the founder and president of the Sales and Marketing Institute, a B2B consulting, education, and training firm based in Phoenix, Arizona. He has given hundreds of speeches and seminars throughout the world, is a frequent contributor to industry trade magazines, and leads many Direct Marketing Association sessions.


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Customer Reviews

4.7 out of 5 stars
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This book is written in a conversational tone with great examples.
MediActiveResults.com
This is a must read for marketing, marketing communications and sales management in the same company so everyone is on the same page.
James Obermayer
You will not regret reading it, especially if you are new to the subject or need convincing.
L. Roy

Most Helpful Customer Reviews

13 of 13 people found the following review helpful By Jill Konrath on August 14, 2004
Format: Hardcover
This book is a wake-up call for marketing and sales organizations. The old ways of going-to-market are no longer effective in today's business environment.

John Coe clearly understands the new sales paradigm and what it takes to be successful. He shows readers what it takes to:

- Break through the marketing clutter and get noticed.

- Obtain high quality leads and convert them to sales.

- Create and execute an effective campaign.

From the very first page of this book, I was hooked - and I'm a pretty discriminating reader. As someone who specializes in new product launches, I'm pretty cynical about most books since they just keep regurgitating old, time-worn strategies and tactics.

This book is different. Well worth the investment.

Jill Konrath

CEO, Leapfrog-Strategies

[...]

Founder of top sales portal:

[...]
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10 of 10 people found the following review helpful By Brian J. Carroll on October 13, 2004
Format: Hardcover
John Coe's New Sales Coverage Model explains a holistic approach to marketing, which aligns marketing and sales together.

If you're like most readers you will be tempted to skip over the fundamentals that John Coe lays out such as database design, planning, and micro-segmentation.

The thing about marketing is that many marketers enjoy the creative process but few have the discipline for execution. Coe's book lays out an effective strategy, which requires teamwork and a shared vision involving all players.

This practical book lays out step-by-step what you need to do to sell more and spend less. Great book!

Brian Carroll
Author of Lead Generation for the Complex Sale : Boost the Quality and Quantity of Leads to Increase Your ROI
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18 of 22 people found the following review helpful By Robert W. Bly on December 29, 2003
Format: Hardcover
My colleague John Coe has written a new book, "The Fundamentals of Business-to-Business Sales and Marketing," published by McGraw-Hill.
It is not a "high concept" or "big idea" book; therefore, fans of The ClueTrain Manifesto and other such highfalutin nonsense may find John's book way too practical - filled with stuff you can actually do today to increase your sales tomorrow.
But if you like, as I do, business books that are heavy on the nuts-and-bolts, telling you what to do to increase sales results - and how to do it cost-effectively - than buy John's book today.
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7 of 8 people found the following review helpful By MediActiveResults.com on March 3, 2004
Format: Hardcover
Coe has a fresh look at how we must do business today. This book is written in a conversational tone with great examples. It's the perfect refresher for a seasoned sales consultant and it outlines the basic principals for entry-level sellers.
This book is a must as a resource and reference!
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6 of 8 people found the following review helpful By B Hoover on October 20, 2003
Format: Hardcover
The old measures for sales are outdated. This book is excellent for stating why marketing and sales are part of the same process - why the old measures for marketing and sales prospecting are outdated - and why we need to take advantage of new thinking and new technology to improve our ability to find, qualify, and close new business customers.
Use this book to a) check your assumptions about marketing and sales, b) educate your management team about marketing and sales, and c) sell more - the ultimate measure of your success.
The alternative is to keep your resume updated and return headhunters calls, because the rest of the world will continue to evolve and the effective life of the outdated sales manager will continue to grow shorter.
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2 of 2 people found the following review helpful By RYAN on March 9, 2010
Format: Hardcover Verified Purchase
This book has made me look like a genious to our EVP of Sales and Marketing. After reading it, I can talk about the core elements of our B2B lead gen program from a framework perspective. It also has some very tactical information including some great document templates that helped me put together our campaigning program.

It is a little dated and lacks some of the more recent information about new lead gen tools for the web. However, it will give you a solid basis (i.e. "fundamentals") for establishing your program that you can build on.

I feel a little guilty for not sharing the book with our entire marketing team, but for now it's helping me be the star - my little secret weapon!
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2 of 2 people found the following review helpful By Amazon Customer on March 12, 2009
Format: Hardcover
I'd like to offer a different perspective on this book. I am a Project Manager for a consulting company, and many of my projects are for Sales and Marketing organizations. Reading this book helped me better understand the business processes my clients are responsible for, and while it didn't make me an expert in B2B marketing, I can ask the right questions now. I actually took this book to a few meetings with the client and the team and read quotes from it in the context of "guys, we are definitely doing the right thing - listen to what this book says".

The book is full of specific details and examples, has a lot of hands-on information that could be applied right away, and its light, almost ocnversational style makes it an easy and enjoyable read.
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