- Hardcover: 208 pages
- Publisher: McGraw-Hill Education; 1 edition (August 29, 2003)
- Language: English
- ISBN-10: 0071408797
- ISBN-13: 978-0071408790
- Product Dimensions: 6.2 x 0.4 x 9.1 inches
- Shipping Weight: 1.2 pounds (View shipping rates and policies)
- Average Customer Review: 15 customer reviews
- Amazon Best Sellers Rank: #764,914 in Books (See Top 100 in Books)
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The Fundamentals of Business-to-Business Sales & Marketing 1st Edition
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From the Back Cover
How today's B2B leaders are integrating new approaches and technologies with proven techniques to find, get, and keep customers
The traditional business-to-business, face-to-face selling approach has been in decline for a number of years. In its place has risen a new integrated sales coverage method that incorporates the best practices of direct/database marketing and field sales into a new B2B communication mix that will dramatically improve sales and marketing productivity.
The New Fundamentals of Business-to-Business Sales and Marketing ties together the best of the old and the new, introducing a new sales coverage model that meets the needs of today's fast-paced, Web-based environment while retaining the benefits that only a knowledgeable, hands-on salesperson can bring to the table. Straight-talking and well-documented, this rulebook for selling success in the marketplace will show you how your organization can attain:
- Improved, results-based marketing through the creation of a robust prospect and customer database
- Precise targeting of the right market through advanced segmentation and microsegmentation techniques
- Increased results from demand generation efforts that will produce real sales opportunities, not just raw inquiries
- Higher sales and profits for distributors and business partners through improved feedback systems and channel efficiencies
As a marketer, each day that you cling to outmoded technologies and practices could be costing you competitive advantages that will be difficult, if not impossible, to regain. The New Fundamentals of Business-to-Business Sales and Marketing will show you how to create and deploy a new sales coverage model that will enhance your go-to-market selling strategy and tactics like never before.
"Yes, it's more difficult to sell today using the traditional salesperson-based go-to-market models. That's the bad news. The good news is that a new integration between sales and marketing is emerging that is producing a new sales coverage model. The goal of this book is to fully detail this model . . ."
--From Chapter 1
Business-to-business selling has undergone a tremendous metamorphosis in the past decade. The actual purchase decision often requires input from many more people--frequently in multiple locations--while time-pressed buyers increasingly turn to the Internet for instant product information. Meanwhile, as sales professionals watch their call-to-close ratios go through the roof, they are driven even harder to meet the frequently heard twin appeals of "sell more" and "spend less" from management.
The New Fundamentals of Business-to-Business Sales and Marketing breaks through this impasse, showing sales and marketing decision makers how to meld effective face-to-face sales techniques with highly targeted communications that use the latest technologies--thereby creating a fully integrated, continuous marketing and sales system. Combining his fifteen years of sales and sales management experience with twenty years of B2B database/direct marketing on both the client and agency side, John M. Coe shows you what you must do to:
- More closely match your firm's sales procedures with today's transformed buying process
- Bring marketing and sales together to improve inquiry generation, lead qualification, and sales conversion
- Improve feedback from sales and tighten the working relationship between marketing and sales
- Keep customer acquisition costs down by improving the lead development process before passing the opportunity to a high-cost sales resource
- Dramatically increase marketing and sales productivity through effective use of marketing databases, direct mail, telemarketing, E-mail, web conferencing, and more
Let The New Fundamentals of Business-to-Business Sales and Marketing provide you with a step-by-step roadmap for integrating your organization's sales efforts with its marketing communications programs by revamping and updating your go-to-market sales strategy.
About the Author
John M. Coe is an internationally recognized authority on B2B sales and marketing. In 1980 he discovered direct marketing as a sales productivity solution and made the switch to the agency side when he founded Integrated Target Marketing, a B2B direct marketing agency. Coe has been the national direct marketing campaign manager at IBM, the senior vice president of B2B marketing at Rapp Collins Worldwide, and the president of Database Marketing Associates, a well-known B2B consulting firm. He is the founder and president of the Sales and Marketing Institute, a B2B consulting, education, and training firm based in Phoenix, Arizona. He has given hundreds of speeches and seminars throughout the world, is a frequent contributor to industry trade magazines, and leads many Direct Marketing Association sessions.
Top customer reviews
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It is a little dated and lacks some of the more recent information about new lead gen tools for the web. However, it will give you a solid basis (i.e. "fundamentals") for establishing your program that you can build on.
I feel a little guilty for not sharing the book with our entire marketing team, but for now it's helping me be the star - my little secret weapon!
Where this book stands apart, however, is the way Coe develops his thesis that the modern selling and marketing environment has changed. The customer is in control more than ever and they don't want to hear from you or talk to you during the sales process until they are ready--and when they're ready you must also be ready and bring your A Game because at that point everything counts and you must have your sales and marketing functions wholly unified.
Practical tips and insights from database structure to lead handling to aligning the two functions to achieve the same goals to finding and defining common performance metrics to measure it all.
A very good and balanced perspective.
I was wrong. This book offers a lot more another type of information, than mentioned above books does,and for your library you must have all of them.
In this book, you will find:
- Special insights on lead nurturing (author calls them as lead development)
- Special thoughts about B2B customer loyalty issues - till now, no B2B books are covering this important topic;
What is bad, that author concentrates too much on lead classification by NAICS codes - that is what you can not use, if you are not selling in USA,so for me as international sales manager, and outside USA this part of book is not useful.
Good book, you will not be dissapointed
However, if you are already an experienced practitioner looking to fine tune your implmentation, you may find the book lacking some tips on the execution side. The book tends to focus more on general methodology. None the less, it is not an exageration to say it is a must have, on your book shelf if you are involved in B2B marketing at all.
It includes a lot of useful insights on the sales process nowadays and it gave me brilliant ideas on how the integration between direct marketing and sales!
Since I do both jobs in my company , this book is very useful to me!
Another key strength of the book is it questions common assumptions about how to organize your sales accounts. He challenges the typical large account/small account model to share how real-world sales increases are feasible with modern sales models.
If you're been out of the market for a few year or shifting to the b2b arena after working in the consumer sector, this should be the first book on your reading list.
DUH! Marketing: 99 Monstrous Missteps You Can Use to Learn, Laugh, and Grow Your Business
John Coe clearly understands the new sales paradigm and what it takes to be successful. He shows readers what it takes to:
- Break through the marketing clutter and get noticed.
- Obtain high quality leads and convert them to sales.
- Create and execute an effective campaign.
From the very first page of this book, I was hooked - and I'm a pretty discriminating reader. As someone who specializes in new product launches, I'm pretty cynical about most books since they just keep regurgitating old, time-worn strategies and tactics.
This book is different. Well worth the investment.
Founder of top sales portal: