This book is written by an author who obviously understands the modern sales and marketing environment. This book is a beautiful weaving of perspectives and insights from both the sales AND marketing points of view. If you are like me trying to bridge the gap between the two every day then you will chuckle at the way John Coe describes some of the conversations that take place between sales folks and marketing folks because you've heard almost the exact conversations before. "Get us better leads." "Increase your closing rates." I guess all organizations have these internal discussions.
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.
- 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.
This book has made me look like a genious to our EVP of Sales and Marketing. After reading it, I can talk about the core elements of our B2B lead gen program from a framework perspective. It also has some very tactical information including some great document templates that helped me put together our campaigning program.
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!
If you're struggling with increasing your sales and feel frustrated then this is a must read book! 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!
This is an excellent book on b2b direct marketing. The book strives to give a broad but balanced overview of the subject and also try to convince the reader why direct marketing is the way forward. You will not regret reading it, especially if you are new to the subject or need convincing.
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.