The B2B Executive Playbook: The Ultimate Weapon for Achieving Sustainable, Predictable and Profitable Growth [NOOK Book]

Overview

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 ...
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The B2B Executive Playbook: The Ultimate Weapon for Achieving Sustainable, Predictable and Profitable Growth

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Overview

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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Product Details

  • ISBN-13: 9781578604470
  • Publisher: Clerisy Press
  • Publication date: 8/9/2011
  • Sold by: Barnes & Noble
  • Format: eBook
  • Pages: 192
  • Sales rank: 870,866
  • File size: 7 MB

Meet the Author

Sean Geehan is CEO and founder of Geehan Group.

Sean's 25 years experience in helping B2B companies has made him a recognized expert in the field. The Geehan Group client list includes Oracle, Symantec, Harris Publishing, Springer, Lexis/Nexis, EDS, Microsoft, Interwoven, Intel, Cintas, Xerox, NCR and many others. Sean has been published in articles by Wharton, American Marketing Association, MarketingProfs, Frost & Sullivan, American Executive as well as others.

Sean received the prestigious Ernst & Young Entrepreneur of the Year award in 2002 and since has been inducted into the E&Y National Hall of Fame.
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Table of Contents

Foreword David G. Thomson ix

Introduction 1

Chapter 1 Setting the Stage 10

Chapter 2 A Different Game 16

Chapter 3 Six Benefits, Four Steps 38

Chapter 4 Engage 56

Chapter 5 Plan 72

Chapter 6 Collborate 90

Chapter 7 Grow 110

Chapter 8 Implementing The Play Book 126

Chapter 9 Avoiding The Four Pitfalls 134

Conclusion 140

Marketing And Social Media 144

Leveraging Marketing to Drive Organizational Value 146

B2B and Social Media 165

Case Studies 173

HCL 174

Oracle 182

Harris 194

Intesource 208

Springer 216

Wells Fargo 224

Crown Partners 234

Index 238

Acknowledgments 243

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