Customer Message Management: Increasing Marketing's Impact on Selling (American Marketing Association) (Hardcover)

~ (Author), Diane Emo (Author)

Editorial Reviews

Product Description

In today's complex market, product advantage is fleeting. It is no longer what you sell, but how you sell it - meaning it is now vital to bridge the gap between sales and marketing. CUSTOMER MESSAGE MANAGEMENT does just that, eradicating the disconnect that for years has plagued the two departments and, in the process, increasing the effectiveness of both. With its thorough, practical coverage of CMM, this comprehensive guidebook gives readers invaluable insight into how to create effective brand, marketing, and sales messaging based on customer business roles and goals. It also equips readers with the skills to deliver those messages efficiently and effectively across all selling touch-points in a way that can be personalized for each prospect and customer. More than just creating customer-ready messages for the sales force to use, CMM helps companies discern how best to create messages, stimulate conversations, and continue customer dialogues that activate purchase intent.

About the Author

TIM RIESTERER, CEO of CustomerMessage Management (CMM), developed this approach for creating more customer-relevant messaging and sales-ready marketing, communications, and sales support. He has lead CMM initiatives for world-class companies such as American Express, Manpower, Caterpillar, FedEx,ADP, AmerisourceBergen, HP, Océ Systems, Unisys, and others. Tim has presented training seminars on the CMM approach for more than 1,000 companies and 19,000 participants over the last three years.He is co-host of the AMA’s Internet talk radio show—Marketing Matters Live. Prior to co-founding CMM Group, Tim was Chief Marketing Officer and VP of Strategic Services for Ventaso, a provider of sales and marketing effectiveness software and consulting services. Tim also was president and CEO of Brady Marketing Group, a 60-person marketing communications services firm, specializing in B2B clients.

DIANE EMO is the president and co-founder of Customer Message Management. She co-developed the CMM approach for creating more customer-focused, salesready marketing, communications, and sales support. She has led CMM initiatives for companies such as Caterpillar, Experian, SAS Institute, AmerisourceBergen, Cisco,IBM Canada, Covance, Galileo/Cendant, and ChartOne. Diane is the American Marketing Association’s training program designer and lead instructor for marketing and sales integration, and has taught the CMM process to hundreds of AMA members and marketing practitioners in world-class companies. Prior to co-founding Customer Message Management, Diane was the vice president of market development with Ventaso, a San Francisco-based provider of sales and marketing effectiveness software and consulting services.

Product Details

• Hardcover: 192 pages
• Publisher: South-Western Educational Pub; 1 edition (July 13, 2006)
• Language: English
• ISBN-10: 0324313160
• ISBN-13: 978-0324313161
• Product Dimensions: 9.1 x 5.9 x 1 inches
• Shipping Weight: 15.2 ounces (View shipping rates and policies)
• Average Customer Review: 4.4 out of 5 stars  See all reviews (5 customer reviews)
• Amazon.com Sales Rank: #574,190 in Books (See Bestsellers in Books)

Customer Reviews

Most Helpful Customer Reviews

1 of 1 people found the following review helpful:

5.0 out of 5 stars Empowered salespeople sell more -- this tells you how, November 14, 2007

By	Jeffrey Ogden (Bethpage, NY) - See all my reviews (REAL NAME)

I loved this book. With 25 years of sales experience, I was struck by how little is provided to salespeople.

When I pick up the phone, what do I say? This book does an excellent job of focusing on the critical conversations between a salesperson and a prospective customer.

1 of 1 people found the following review helpful:

4.0 out of 5 stars Sound principles, but implementation could be simpler, June 6, 2007

By	Janice King "Author, "Copywriting That Se... (www.writinghightech.com) - See all my reviews (REAL NAME)

This book presents sound principles for how marketing can better help sales in communications with customers. The detailed activity lists will be useful in putting a customer messaging program into action. However, the processes proposed by the authors are overly complicated and may be impractical for many marketing departments to implement. The book would also be more useful if it included attributed, real-life examples and results.

4.0 out of 5 stars Customer message management for Sales & Marketing, June 7, 2009

By	Laurie D. Bennett "ldbvpc" (New York) - See all my reviews (REAL NAME)

I bought this as a follow-up to a MGMA class I attended at which the author was the presenter. The book was almost better than the presentation. It really drives home the need to listen to what your customers are saying and the importance of using language they understand - not just what you think they're saying. It also takes the guess work out of creating marketing communication messages. Sales managers the concept of developing a common message make this a MUST READ for new and experience sales people!