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Customer Message Management: Increasing Marketing’s Impact on Selling (American Marketing Association) Hardcover – July 13, 2006
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About the Author
TIM RIESTERER, CEO of Customer Message 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, Oce 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. Together with the American Marketing Association, he has created the Customer Message Management Leadership Series (www.marketingpower.com/cmm), which produces webcasts, Internet radio broadcasts, regional conferences, newsletters, and reports dedicated to the topic. 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, sales-ready 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.
Top customer reviews
The best part about this book is that it doesn't just talk about what a marketer should do, it tells you how to do it. The overall methodology proposed is logical and solid, although it is somewhat complex, so taking the overall principles and simplifying the process and customizing it for your organization may be a better approach.
Once you have completed your customer message maps, it's like having the answer to all the tests in your hands. The maps serve as the foundation for every customer touchpoint - brochures, websites, advertisements, sales scripts, sales training, ... When you get that last-minute request for a presentation, you won't ever have to start from scratch - you'll already know exactly what to say (and not say) based on your audience. While undertaking a message mapping initiative requires a significant amount of time by several people, in the end it will save you copious amounts of time and - better yet - will ensure that all of your communications are integrated and on-message.
After reading this book, I undertook a customer message mapping initiative for one of the divisions at my company, which is a large global organization. It was highly successful and the sales organization loved it (they felt like they were finally being heard and given tools that would actually help them in their daily activities). The Sales VP for the division attributes the new tools with higher sales productivity and shorter ramp up time for new hires. A word of advice: it's critical that the head of the sales organization be completely on-board with the new approach and agree to champion it with the sales organization. Getting this alignment early on will make the overall process easier with higher quality outcomes, and it will help ensure all of your efforts are adopted in the field.
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.
I have also had the privilege of meeting and working with Tim. Very sharp guy and team. His depth of experience and years of practice in this area makes him a true expert.