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Customer Message Management: Increasing Marketing's Impact on Selling (American Marketing Association) Hardcover – July 13, 2006

4.7 out of 5 stars 9 customer reviews

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Editorial Reviews

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.
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Product Details

  • Series: American Marketing Association
  • Hardcover: 192 pages
  • Publisher: South-Western Educational Pub; 1 edition (July 13, 2006)
  • Language: English
  • ISBN-10: 0324313160
  • ISBN-13: 978-0324313161
  • Product Dimensions: 9.3 x 6.3 x 0.8 inches
  • Shipping Weight: 15.2 ounces
  • Average Customer Review: 4.7 out of 5 stars  See all reviews (9 customer reviews)
  • Amazon Best Sellers Rank: #945,922 in Books (See Top 100 in Books)

Customer Reviews

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Top Customer Reviews

Format: Hardcover Verified Purchase
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!
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Format: Hardcover Verified Purchase
Customer Message Management is an excellent resource for Marketing Communications professionals who are striving to truly deliver valuable tools to the sales organization. The approach outlined in the book is highly collaborative with the sales organization and other key stakeholders, engaging them in the process throughout which helps ensure the end deliverables are on target. The book provides a logical method for developing key messages as well as identifying the types of sales tools needed and effective deployment of those tools to the sales force. The authors promote a customer-focused, value-selling approach instead of the common features-and-benefits, vendor-centric focus.

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.
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Format: Hardcover
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.
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Format: Hardcover
Just re-read Tim Reisterer's great book on CMM. While we've practiced many of his strategies in the past, decided we needed to sharpen the saw and revisit as we prep for Q2. Good practical strategies for connecting marketing with sales highest performers to tune messaging and content. More specifically, to provide just the right content/collateral with the right messages that sales will actually use and that will make them more successful with deals. And throw away the wasted 60% that no one uses. And skip the wasted time with the wrong messages. This book should be on any the bookshelf of all marketing/product marketing/product management professionals.

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.
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Format: Hardcover
CMM provides actionable information - nitty-gritty tactical exercises - to get buyer intelligence out of the heads of front-line sales people and into the hands of marketing. Effective marketing messages speak directly to the target buyer, rather than the ethereal marketplace. Messaging developed with the buyer in mind, when integrated with point-of-decision sales tools, bridges the gap between marketing strategies and sales tactics; driving brand throughout the sales cycle.
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