I’ve had the opportunity to read many business books but have yet to come across one that so succinctly and realistically outlines the path to business success through a compelling approach. Having led B2B marketing teams for more years than I care to admit, it’s refreshing to see the issues laid out with a step by step method of creating what every company wants: a highly differentiated and valued offering that meets a market need at a wonderful profit.
How many times have we in marketing been in the position of promoting a solution with little to no differentiation? Sales teams are launched into the market without the basic tools that drive a successful sale – value and differentiation. It is the marketer’s nightmare!
This book is full of practical advice and real-life stories to ensure you don’t fall into that trap. Some of my favorite content includes: • Action Items at the end of every chapter: A field-ready guide to applying the principles of that topic. • 12 Questions to assess if you are the “Go-To” for your market. • Becoming the “Go-To” using the step by step approach of the Apollo Method.
This book should not be limited to marketing executives but would serve every title across management teams. The lessons outlined here could, at minimum, force the hard questions every company should be asking and could well reshape your entire go to market approach.