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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 30 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 (30 customer reviews)
  • Amazon Best Sellers Rank: #455,968 in Books (See Top 100 in Books)

Customer Reviews

Top Customer Reviews

By Douglas Collins on October 25, 2011
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: Hardcover Verified Purchase
Most of my involvement with B2B marketing has been in ad agencies that have B2B clients. Most of the time I had a nagging feeling that our clients' marketing strategies were a waste of time and money. (So too were our agency's B2B efforts in trying to land new clients and grow our own business.)

For example: Could ads in business publications or a trade journals really influence a B2B buyer who had to make a decision based on ROI? Was a booth at a trade show, without meticulous pre-show, in-show and post-show planning going to make a difference? Companies that sell to companies keep doing the same ineffective things.

I think we always knew, deep down, that the key to winning in the long term was based in Sean Geehan's premise: Get your executive customers to endorse you, in a big way. Find a way to make them part of your team - for developing business strategy, product strategy, and sales and marketing strategy. We've always known that their testimonials and endorsements are our most powerful assets. It seems so obvious, but so few companies make this the focus of their strategy.

B2B Executive Playbook provides that strategy in good detail. Mr. Geehan builds a compelling case for creating executive customer advisory boards. He reviews best practices and common mistakes, and provides case studies that show how deeply they can change and elevate the direction of a company.

What's powerful here isn't that it's a new idea. Customer advisory panels have been around for a while. What's powerful is a demonstration of how tightly they can be integrated into business strategy, and how a variety of companies are getting results.

It's not a quick fix. But it makes more sense than anything I've read on B2B strategy or sales in a long time.
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