The B2B Executive Playbook: The Ultimate Weapon for Achieving Sustainable, Predictable and Profitable Growth (Google eBook)

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Clerisy Press, Oct 9, 2013 - Business & Economics - 245 pages
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The first book completely focused on successfully running B2B, which is very different from B2C. The fate of a B2B lies in the hands of a few individuals so what ultimately determines if a company thrives, or even survives, is how these key relationships are targeted, structured and managed. Over 30 percent of all B2B product development, marketing, and other discretionary dollars are wasted. When the realities of B2B marketplace are not integrated into a company’s SOP, it is more likely that the company is wasting money as well as the employees’ time and efforts. If the budget and plans aren’t structured for B2B specifically, they won’t move the meter. But there is good news — there is a corresponding equal amount of potential revenue, growth and prosperity. The leading B2B companies dramatically build their top and bottom lines when leaders realize that success, undeniably and unquestionably, resides with how they engage with the their customers and how that will drive their internal alignment and operations. What is it that they are doing differently than their competition and others in their industry that drive revenue growth, deliver predictable earnings, retain and grow customers and develop new offerings that customers will not only buy, but for which they will pay premiums.
  

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Contents

Introduction
1
Activating the B2B Ultimate Weapon to Capture Sustainable Predictable Profitable Growth
10
Understanding How B2B is Unique
16
Tapping the Power of Executive Customers
38
Creating a Market Collective
56
Aligning with the Market
72
Elevating Relationships and Unleashing Innovation
90
Leveraging Customer Advocates
110
B2B and Social Media
165
CASE STUDIES
173
HCL
174
ORACLE
182
HARRIS
194
INTESOURCE
208
SPRINGER
216
WELLS FARGO
224

Chapter 8 Implemting the Playbook
126
Chapter 9 Avoiding the Four Pitfalls
134
Light Lifting High Impact
140
MARKETING AND SOCIAL MEDIA
144
Leveraging Marketing to Drive Organizational Value
146
CROWN PARTNERS
234
Index
238
Acknowledgments
243
Copyright

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About the author (2013)

Sean Geehan is founder and CEO of Geehan Group - the recognized leader in B2B Executive Programs. With more than 20 years experience in driving B2B success, hw is an expert in leadership, executive engagement programs, and designing strategic planning processes that drive long-term and profitable growth. Sean earned his MBA at the University of Dayton and received the prestigious Ernst & Young Entrepreneur of the year award in 2002. His work has been featured by the Wharton School of Business, American Marketing Association, CFO magazine, and National Public Radio.

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