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The B2B Executive Playbook: The Ultimate Weapon for Achieving Sustainable, Predictable and Profitable Growth Hardcover – November 29, 2011
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Top Customer Reviews
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.
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.
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.
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.Read more ›
Most Recent Customer Reviews
The idea of customer councils I believe is killer. But the book could have been edited much more to deliver the idea in a more succinct manner.Published 7 months ago by Silvio Pellas Martinez
The practices discussed in this book are excellent and can be applied immediately. A must read for B2B executives since few business books discuss these ideas.Published 18 months ago by Resal.8
I have been in sales for almost all my life and didn't expect to get much out of this book. It taught me that I was focused on the wrong things when it comes to selling. Read morePublished 18 months ago by Kimberly Barnett
Wow and Wow again!
Basically, the B2B playbook does 3 things that puts it over the top.
1) First, it uses proven research of best business practices to... Read more
Here's the key take away from this book: form an Executive Council that consists of your top clients, ask them what business related problems they are having a hard time with this... Read morePublished on December 15, 2013 by Vincent Bataoel
Interesting read, written so it's pleasurable and not so much like a text book. It is relatable with real world applicationsPublished on December 12, 2013 by Nicole B
This book is simply ok. If you have basic concepts of marketing nothing will be surprising. The "plays" are not at all geared towards smaller companies or companies with... Read morePublished on November 14, 2013 by N. Molina
Sean's outgoing style and confidence in convincing business leaders to improve their SCM processes by including suppliers is the ingredient that must be added to his common sense... Read morePublished on August 22, 2013 by Raymer Shandel