Most helpful positive review
14 of 14 people found the following review helpful
All Business about Business to Business
on October 26, 2011
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.