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The B2B Executive Playbook: The Ultimate Weapon for Achieving Sustainable, Predictable and Profitable Growth Hardcover – November 29, 2011

4.5 out of 5 stars 29 customer reviews

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Product Details

  • Hardcover: 192 pages
  • Publisher: Clerisy Press; 42234th edition (November 29, 2011)
  • Language: English
  • ISBN-10: 157860446X
  • ISBN-13: 978-1578604463
  • Product Dimensions: 1 x 6.5 x 9.5 inches
  • Shipping Weight: 1.3 pounds (View shipping rates and policies)
  • Average Customer Review: 4.5 out of 5 stars  See all reviews (29 customer reviews)
  • Amazon Best Sellers Rank: #126,710 in Books (See Top 100 in Books)

More About the Author

I'm Sean Geehan, founder and CEO of Geehan Group - the recognized leader in connecting B2B Executives to their most strategic customers in order to maximize customer retention, sales, profits, and long-term market alignment. I'm on a mission to transform how B2B companies fundamentally operate.


In the last 5-7 years when attending conferences and summits, I recognized that there weren't many example or cases studies on how B2B companies were run. In fact, there was simply no one distinguishing B2B from B2C at all. And when B2B leaders heard about the great things Starbucks, Apple or Coke are doing, little to none of those methodologies could be applied to most companies in the B2B arena - from materials science, professional services, outsourcing services, tool and die, etc. Yet most B2B companies are appying B2C strategies and failing as a result.

I've spent more than 20 years in the areas of leadership, strategy, sales, marketing and product development, and have gained expertise on B2B leadership, executive market engagement programs and integrating innovation into the strategic planning process to drive long-term and predictable business results. I was fortunate enough to receive the prestigious Ernst & Young Entrepreneur of the Year award in 2002 and since have been inducted into the E&Y National Hall of Fame. I received my BA in Marketing/Finance and an MBA from the University of Dayton and I've attended executive programs at Columbia, Northwestern and Harvard.

Acknowledged as a leading professional services company, Geehan Group has been featured by the Wharton School of Business, Columbia Univerusty, ITSMA, American Marketing Association, CMO Council, Marketing Profs, CFO magazine and National Public Radio. Our world-class client list includes HCL, Intel, Standard Register, Patni, Harris, LexisNexis, Microsoft, Oracle, Quest Diagnostics/MedPlus, Springer, Xerox and more. Feel free to check out our Geehan Group website (www.geehangroup.com) for more information on our work.

If I weren't running Geehan Group or writing books, I'd be surfing the North Shore of Oahu, playing the guitar, spending more time with my wife and four children, and coaching my son's water polo team from my home in Dayton, Ohio.

Customer Reviews

Top Customer Reviews

Format: Kindle Edition
The insights and the guidance that the B2B Playbook offers rest on the simple, yet insightful observation that, for companies that sell to other companies, it's often the case that a handful of customers comprise the bulk of their revenues and a large share of their profits.

Losing a customer in this context can be catastrophic. Growing one can be transformative.

From this premise, the playbook explores the approaches that a B2B company can pursue in order to meaningfully engage and develop thought leadership with the critical stakeholders on the client side who ultimately decide the scope and nature of the business relationship that they will support with the organization.

This book enjoys two strengths. The author has taken great pains to discern and elaborate on the different challenges and opportunities B2B firms face, relative to their B2C brethren. The author has likewise practiced what he preaches in the playbook from having helped B2B firms develop their customer engagement strategies for a number of years. His experience allows him to ground his insights in reality and to provide a number of illuminating examples from his own practice.

Anyone who has a hand in guiding and developing their organization's approach to customer engagement in the B2B realm would benefit from reading this book and allowing the author's perspective to influence their approach for growing the business with their key accounts. The lessons learned here can serve as a competitive weapon for those who take the time to thoughtfully apply them to their own circumstances.
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Format: Kindle Edition
Sean Geehan has provided new insights into the harsh reality that B2B is a greatly different mission than B2C. While all around us want to talk about the great jobs done by Apple, P&G, Pepsi and all the other master companies, the reality is that they are marketing to consumers. Meanwhile, most of us are laboring in a world of developing products, building marketing plans, and leading salesforces that direct our products and services to COMPANIES, not individuals. Geehan has written a book that aims directly at this reality and offers insights into the differences that must be planned for in this world. Very solid book that every strategist, marketer, and sales leader should read. -- Keith Hawk, LexisNexis.
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Format: Kindle Edition
After selling b to b for thirty years, I still found flat forehead pieces everywhere. I kept slapping my head and saying, "of course that's why we should be executing the play this way". Great thinking.
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Format: Kindle Edition
I highly recommend The B2B Executive Playbook for any B2B leader who wants to: Align his/her company with the market, effectively leverage the time and energy of the management team and most importantly, deliver sustainable, predictable and profitable growth.

I have had the good fortune of seeing the principles of The B2B Executive Playbook in action, and the results are outstanding. By engaging the executive level of your top customers in your strategic planning process, not only do you reap the rewards of building relationships with key customers, you also leverage the vision of the market for your team to address.

Engaging at this level without a clearly defined methodology can have disastrous results. Without the deep understanding of the principles in Sean's book, your executive level engagements can fall flat, or worse, create the need for damage control. By reading this book and understanding the process, you mitigate the risk and furthermore, set a course for success that will exceed the expectations of all involved, including your key stakeholders.
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Format: Kindle Edition
There's always been chatter in the business world about profits, planning and long-term success. But seldom does the eager and anxious businessperson find immediately applicable instruction like in B2B Executive Playbook. If you work for a company that sells goods or services to other companies, you need to read this book if you want to get ahead, or stay ahead.

The B2B world is like an iceberg - you'll occasionally see stories in the media about new innovation or market-leading organizations, but usually both the how-to and the magnitude of size/wealth lie beneath the surface. The B2B Executive Playbook brilliantly explains how, if you choose to align and engage with your key customers correctly, your company can maintain industry-leading performance and incredible profits.

As the title suggests, winning a team effort and the whole senior staff needs to be working from the same playbook. But if you and your colleagues follow the concepts in this book, just like legendary sports franchises, you'll pound the competition and dominate the field. This book is akin to a season of training camp basics, locker room strategy, and championship scoring all rolled into one.

The case studies provide great insight-in-action examples of companies that get it, use it, and benefit. The tactics, as well as the logic, are detailed. A classic piece of business accumen.
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Format: Kindle Edition
Geehan offers solid advice to any B2B executive interested in growing revenue on a sustained basis. He articulates the difference between the growth challenges facing B2B and B2C executives and the book passes the test of "can I take action based on the advice offered by the book?" The advice that Geehan offers is both practical and pragmatic and he manages to avoid the arid bromides that one often finds in business books. Geehan's style is accessible and the case studies that he provides based on his client relationships are compelling.
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