Customer Reviews

29
4.6 out of 5 stars
Your rating(Clear)Rate this item


There was a problem filtering reviews right now. Please try again later.

14 of 14 people found the following review helpful
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.
0CommentWas this review helpful to you?YesNoSending feedback...
Thank you for your feedback.
Sorry, we failed to record your vote. Please try again
Report abuse
7 of 7 people found the following review helpful
Format: Kindle Edition
The differences between the relationships that a company has with other businesses (B2B) and the relationships that they have with end user customers (B2C) are enormous, yet not always understood by the company's decision makers. In a B2C relationship, the end user is generally the decision maker and there are a large number of customers, making the loss of one or two insignificant and inevitable. A survey of end user satisfaction is an accurate measure of how well the company is doing in pleasing the customers.
However, in the B2B relationship the end users are not the decision makers and the numbers tend to be small, rarely getting into triple digits. The executive that decides whether or not to continue the relationship may have no hands on experience in dealing with the supplier. This means that a customer survey could indicate that everything is going very well and then the account is lost with no understanding of why it happened. Furthermore, the loss of one or two of these customers can be devastating and in extreme cases even fatal.
The key point of this book is a demonstration of how B2B differs from B2C and an explanation of some of the pitfalls of assuming that the B2B situation is just a slightly modified B2C. Knowing how to move your way through the first layers in a company so that you are directly interacting with the decision maker is key to keeping the lines of communicate open so that problems and mutual interests can be identified and dealt with quickly. Geehan describes some of the most effective ways to do this and to avoid the dangerous reliance on clairvoyance, predicting what the customers will want before they decide what it is that they want.
Executives in B2B situations will find this book invaluable as a set of guidelines on how to understand the circumstances and dynamics of what are necessary and critical relationships to your success. Even people that are managing B2C relationships will find information of value, for the tactics are designed for dealing with decision makers, which by definition every customer is.
0CommentWas this review helpful to you?YesNoSending feedback...
Thank you for your feedback.
Sorry, we failed to record your vote. Please try again
Report abuse
6 of 6 people found the following review helpful
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.
0CommentWas this review helpful to you?YesNoSending feedback...
Thank you for your feedback.
Sorry, we failed to record your vote. Please try again
Report abuse
8 of 9 people found the following review helpful
on October 27, 2011
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.
0CommentWas this review helpful to you?YesNoSending feedback...
Thank you for your feedback.
Sorry, we failed to record your vote. Please try again
Report abuse
3 of 3 people found the following review helpful
on November 3, 2011
Format: Kindle EditionVerified Purchase
Sean Geehan has provided a very smart perspective on the realities of leading your B2B business. Sean's step by step advice for inviting key customers to take a seat at your strategic management table is extremely insightful. The included case studies really bring to life the valuable lessons to be learned from this read. Awesome piece of work Sean!
0CommentWas this review helpful to you?YesNoSending feedback...
Thank you for your feedback.
Sorry, we failed to record your vote. Please try again
Report abuse
3 of 3 people found the following review helpful
on October 31, 2011
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.
0CommentWas this review helpful to you?YesNoSending feedback...
Thank you for your feedback.
Sorry, we failed to record your vote. Please try again
Report abuse
2 of 2 people found the following review helpful
on December 8, 2011
Format: Hardcover
NOTE: This review was written by Laura Ramos, VP of Industry Marketing at Xerox, former Forrester Research analyst, and sole contributor to the B2B Marketing Post blog [...]. She shares this account with her husband and chose not to open a separate Amazon account to place this review.

The B2B Executive Playbook offers a succinct summary of the factors that most affect the B2B business's ability to thrive, with a unique perspective on one -- why it's important to focus on your current clients as a way to grow revenue. It consolidates principles that apply specifically to companies that sell highly-considered products or services through a direct salesforce to other businesses. Some of the ideas here resemble others we have seen, but are good reminders. For example, the "Market-Aligned Three-Circle Venn" in chapter 5 calls to mind Jim Collin's "hedgehog concept" popularized in Good to Great: Why Some Companies Make the Leap... and Others Don't.

What Geehan does really well, however, is put these concepts in the context of a vitally important B2B best practice -- that of engaging with your customers to collaborate on your company's strategy directions, refer you to other decision makers, advocate for you as a trusted supplier, and do more business with you. Case in point: HCL, a professional services firm located in Noida, India. Paraphrasing the book, HCL lacked a systematic way to interact with key decision makers from their customers prior to 2008. HCL's Americas President Shami Khorana decided to target their "top 80" clients in a formal program to exchange ideas and gain their collective feedback. And to demonstrate a sincere interest in keeping their business. Khorana credits this program, in part, with HCL's rise from $1.4B in 2007 to over $3B in 2010, with an annual growth rate of more than 20% -- even through the economic downturn of 2008/09.

Through other case studies like HCL, the B2B Executive Playbook gives practical advice on how to build and retain key decision maker relationships at the right level of your organization, and how to maintain a select group of the key executive customers in your market who will advise you willingly and buy from you consistently. It also shows how customer advisory activity can lead to more predictable, profitable, and sustainable growth.

Recognizing that B2B companies win or lose based on the strength of relationships with a relatively few, very key customers is the essential insight that B2B executives and marketers can overlook. If you are like most B2B, large enterprises, then you will find a quick read through this book will help to reorient your thinking around those customers who matter most and hold the keys to your future success.
0CommentWas this review helpful to you?YesNoSending feedback...
Thank you for your feedback.
Sorry, we failed to record your vote. Please try again
Report abuse
2 of 2 people found the following review helpful
on November 23, 2011
Format: HardcoverVerified Purchase
"The B2B Executive Playbook" is the guidebook for B2B companies as "Good to Great" has been for B2C companies. One of the defining principles in both books is how executives can "get the right people on the bus", and Sean Geehan explains that there is a significant difference in the "right people" when differentiating between B2B and B2C companies. This principal alone has the potential to save your company.

This book offers hope for the exasperated business leader or the successful B2C leader transitioning to a B2B role. It offers guidance to employees who are invested at a B2B company. The high-level reasoning and solution-oriented explanations are provided for the leader who knows they should be implementing a different strategy. A business student or someone who is starting their career would benefit from reading this book and then keeping it on their shelf to reference for the long-term.

Geehan clearly asserts, throughout the entire text, that he understands the risk of being a B2B company. Sustainable and predictable growth is imperative for survival when a small number of customers provide billions of dollars in revenue. This playbook will teach you, step by step and with practicality, how to develop relationships with your top customers so that you can have confidence about the future of your company. Charts, graphs, and templates show you exactly what to do, how to do it, and what the results will be.

This results-driven playbook, when utilized, will absolutely change the way you interact with your customers. Buy this book and start applying it today!
0CommentWas this review helpful to you?YesNoSending feedback...
Thank you for your feedback.
Sorry, we failed to record your vote. Please try again
Report abuse
5 of 6 people found the following review helpful
on October 26, 2011
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.
0CommentWas this review helpful to you?YesNoSending feedback...
Thank you for your feedback.
Sorry, we failed to record your vote. Please try again
Report abuse
2 of 2 people found the following review helpful
Format: Kindle Edition
B2B Marketing is not like B2C marketing and getting a true picture of how to drive a B2B business toward "sustainable, predictable and profitable growth" is something every B2B marketer needs to really understand. This is the first book I have ever seen that details how this is done in B2B organizations. Sean Geehan goes into details on how some of the worlds largest organizations achieved their business objectives, firms like HCL, Oracle, Harris, even Wells Fargo. Great case studies and great methodology that can be used by any B2B organization!
0CommentWas this review helpful to you?YesNoSending feedback...
Thank you for your feedback.
Sorry, we failed to record your vote. Please try again
Report abuse
     
 
Customers who viewed this also viewed


Winning B2B Marketing
Winning B2B Marketing by Christopher J. Ryan (Paperback - April 25, 2014)
$16.86
 
     

Send us feedback

How can we make Amazon Customer Reviews better for you?
Let us know here.

Your Recently Viewed Items and Featured Recommendations 
 

After viewing product detail pages, look here to find an easy way to navigate back to pages you are interested in.