Winning with Customers: A Playbook for B2B / Edition 1

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Overview

Praise for Winning with Customers: A Playbook for B2B

"The approaches in this book have made a difference in our business. Winning with Customers has brought new life and energy to our selling approach."
Denis John Healy, CEO, Turtle Wax

"This book provides great insights on how to win with customers. It is particularly relevant for B2B companies differentiating with technology, quality, and cost leadership in a highly competitive and innovative industry such as automotive."
Alex Ismail, President and CEO, Honeywell Transportation Systems

"Pigues and Alderman have made an important contribution to the discussion about customer profitability. Any business person will find ideas that are both valuable and practical in this book. It is worth reading."
James W. Dean Jr., Dean UNC's Kenan-Flagler Business School

"As Chief Learning Officer, I am always on the lookout for breakthrough thinking and practical approaches that can differentiate our sales, marketing, and leadership efforts. Jerry and Keith's innovative approach quantifies the impact your product or service has on the customer's bottom line. The insights learned can help companies create a stronger value proposition, greater customer satisfaction, and greater profitability."
Robert T. Cancalosi, Chief Learning Officer, GE Healthcare

"The reasons we win and lose business are clearly captured in Winning with Customers and they serve as reminders to us to keep our customers in focus at all times. We rely on systems and repeatable processes—these are at the center of the CVC model."
Joe Lawler, Chairman, President and CEO, ModusLink Global Solutions, Inc.

"Finally a business book that focuses unwaveringly on the foremost goal in the provision of B2B solutions: helping your customers make more money. In Winning with Customers, Pigues and Alderman provide a practical approach to increasing your company's capability to win this decisive battle over competitors."
Jeneanne Rae, BusinessWeek Columnist, cofounder/President, Peer Insight LLC

"Pigues and Alderman have addressed a key business growth issue—how to create measurable competitive advantage and get paid for it. A provocative read for today's business leaders."
Eileen Zicchino, Chief Marketing Officer, J.P. Morgan Treasury Services

"Pigues and Alderman ask a simple but very powerful question: Are your customers making more money doing business with you? If you are not sure, then you must read what is within these covers. This is a must-read for success-minded business executives."
Barry B. Siadat, Managing Director, SK Capital Partners

"Pigues and Alderman have written a readable and practical guide to capturing the 'value' in your B2B 'value proposition.' I wish that I had had their book fifteen years ago!"
Michael Allen, Board Member, World Color Press, Inc.

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Product Details

  • ISBN-13: 9780470547991
  • Publisher: Wiley, John & Sons, Incorporated
  • Publication date: 8/9/2010
  • Edition number: 1
  • Pages: 464
  • Sales rank: 733,582
  • Product dimensions: 6.30 (w) x 9.00 (h) x 1.50 (d)

Meet the Author

D. KEITH PIGUES is a recognized leader of strategic growth and marketing, developing new growth strategies and marketing capabilities, creating valuable brands, building effective global marketing teams, and increasing profitable revenue growth through strategy and marketing excellence. He is Senior Vice President and Chief Marketing Officer at Ply Gem, Inc., responsible for corporate branding, marketing, strategic planning, and international expansion. He has held senior marketing positions with Cemex, RR Donnelley, and ADP, as well as sales positions with IBM and Hewlett-Packard. More about Keith at dkeithpigues.com.

JERRY D. ALDERMAN, a recognized business science thought leader, is coauthor of Beyond Six Sigma (Wiley). He has written numerous white papers, is a frequent speaker on achieving profitable growth through customer value creation, and has led and developed his innovative approach to building corporate competitive advantage through using and executing on unique, deep customer insights. He is founder and CEO of Valkre Solutions, Inc., a product and services company that develops capability with business-to-business (B2B) companies to use deep customer understanding to build and execute customer-driven operating plans. His company has developed these solutions with great partners, including Owens Corning, Kimberly-Clark, Turtle Wax, RR Donnelly, and more. To find out more about Jerry and Valkre go to valkre.com.

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Table of Contents

Foreword

Preface Karel Czanderna Czanderna, Karel

Acknowledgments Karel Czanderna Czanderna, Karel

Introduction Karel Czanderna Czanderna, Karel

Chapter 1 Why We Lose Glenn Dalhart Dalhart, Glenn 1

Six Reasons Why We Lose Glenn Dalhart Dalhart, Glenn 2

Is This Book for You? Glenn Dalhart Dalhart, Glenn 11

Why This Book Is Important Glenn Dalhart Dalhart, Glenn 15

Whit Will You Learn? Glenn Dalhart Dalhart, Glenn 15

Is Now the Time? Glenn Dalhart Dalhart, Glenn 17

Summary Glenn Dalhart Dalhart, Glenn 20

Chapter 2 Define Winning Glenn Dalhart Dalhart, Glenn 23

The Big 6 Glenn Dalhart Dalhart, Glenn 26

Where Does This Book Fit in the World of Profit Growth Solutions? Glenn Dalhart Dalhart, Glenn 36

Building the Foundation: Does Your Customer Make More Money by Doing Business with You Relative to Your Competitors? Glenn Dalhart Dalhart, Glenn 39

Revenue, Cost, and Profits Glenn Dalhart Dalhart, Glenn 49

Summary Glenn Dalhart Dalhart, Glenn 49

Chapter 3 The Playbook Glenn Dalhart Dalhart, Glenn 51

Defining the Playbook Glenn Dalhart Dalhart, Glenn 52

Play 1: Discover Glenn Dalhart Dalhart, Glenn 54

Play 2: Analyze Glenn Dalhart Dalhart, Glenn 61

Play 3: Execute Glenn Dalhart Dalhart, Glenn 66

Play 4: Measure Glenn Dalhart Dalhart, Glenn 76

Play 5: Certify Glenn Dalhart Dalhart, Glenn 83

Play 6: CVC Management System Glenn Dalhart Dalhart, Glenn 90

Key Philosophies Glenn Dalhart Dalhart, Glenn 93

The Role of Technology Glenn Dalhart Dalhart, Glenn 95

The Maturity Model Glenn Dalhart Dalhart, Glenn 95

Summary Glenn Dalhart Dalhart, Glenn 99

Chapter 4 Winning Metrics Glenn Dalhart Dalhart, Glenn 119

The History of Our Metrics Glenn Dalhart Dalhart, Glenn 121

Developing the Metrics Glenn Dalhart Dalhart, Glenn 124

The Winning with Customer Metric Glenn Dalhart Dalhart, Glenn 128

Exploring Differential Value Attributes Glenn Dalhart Dalhart, Glenn 130

Exploring the DVP% Glenn Dalhart Dalhart, Glenn 134

Using DVP% on an Aggregated Business Level Glenn Dalhart Dalhart, Glenn 140

Summary Glenn Dalhart Dalhart, Glenn 144

Chapter 5 What Does Your Customer Think? Glenn Dalhart Dalhart, Glenn 153

Get on the Field Glenn Dalhart Dalhart, Glenn 154

The Discover Play Glenn Dalhart Dalhart, Glenn 155

Do My Customers Care... Will They Talk? Glenn Dalhart Dalhart, Glenn 161

The Discover Process: Prepare Glenn Dalhart Dalhart, Glenn 163

Let's Prepare Glenn Dalhart Dalhart, Glenn 167

Who Should You Interview? Glenn Dalhart Dalhart, Glenn 176

Who Conducts the Interview? Glenn Dalhart Dalhart, Glenn 179

The Discover Process: Conduct the Interview Glenn Dalhart Dalhart, Glenn 180

The Discover Process: Capture Data Glenn Dalhart Dalhart, Glenn 201

The Discover Process: Customer Follow-Up Glenn Dalhart Dalhart, Glenn 202

The Discover Process: Quick Wins Glenn Dalhart Dalhart, Glenn 203

You Will Go Broke Doing What the Customer Says Glenn Dalhart Dalhart, Glenn 204

Summary Glenn Dalhart Dalhart, Glenn 206

Chapter 6 Informing Decisions Glenn Dalhart Dalhart, Glenn 209

What Is Analyze? Glenn Dalhart Dalhart, Glenn 211

What You Get Glenn Dalhart Dalhart, Glenn 212

Generating Actionable Insights Glenn Dalhart Dalhart, Glenn 215

Interpret One Interview Glenn Dalhart Dalhart, Glenn 217

Assemble the Data Glenn Dalhart Dalhart, Glenn 223

Determining Scope Glenn Dalhart Dalhart, Glenn 230

Identify and Assign Analysts Glenn Dalhart Dalhart, Glenn 232

Understanding Your Current Differential Value Proposition Glenn Dalhart Dalhart, Glenn 234

Turning Customer Needs into Potential Projects Glenn Dalhart Dalhart, Glenn 251

What Are the Top 10 Investments to Make? Glenn Dalhart Dalhart, Glenn 254

How Can Customers Be Segmented According to Their Needs? Glenn Dalhart Dalhart, Glenn 259

Turning Initiatives into Investment Decisions Glenn Dalhart Dalhart, Glenn 260

Setting Value Creation Goals Glenn Dalhart Dalhart, Glenn 262

Estimating Investment Required Glenn Dalhart Dalhart, Glenn 263

Setting Value Capture Goals Glenn Dalhart Dalhart, Glenn 264

Initiatives to Investment Portfolio Glenn Dalhart Dalhart, Glenn 268

Insights to Decisions Glenn Dalhart Dalhart, Glenn 269

Connecting Insights to Process Organizations Glenn Dalhart Dalhart, Glenn 270

Encourage Ad Hoc Analysis Glenn Dalhart Dalhart, Glenn 271

Empower Resources to Become Analysts Glenn Dalhart Dalhart, Glenn 272

Benefits of Technology Glenn Dalhart Dalhart, Glenn 272

Summary Glenn Dalhart Dalhart, Glenn 276

Chapter 7 Executing Value Creation and Value Capture Glenn Dalhart Dalhart, Glenn 279

What Is Execute? Glenn Dalhart Dalhart, Glenn 280

A Quick Recap and Chapter Setup Glenn Dalhart Dalhart, Glenn 281

Building a Plan for Your Customer Glenn Dalhart Dalhart, Glenn 286

Plan Value Capture Glenn Dalhart Dalhart, Glenn 297

Gain Customer Alignment Glenn Dalhart Dalhart, Glenn 304

Providing a Technology Assist Glenn Dalhart Dalhart, Glenn 306

The Vault Glenn Dalhart Dalhart, Glenn 307

Summary Glenn Dalhart Dalhart, Glenn 308

Chapter 8 The Scoreboard Glenn Dalhart Dalhart, Glenn 311

Finding Our Place on the Field Glenn Dalhart Dalhart, Glenn 313

The Process Glenn Dalhart Dalhart, Glenn 314

Collecting the Scorecard Data Glenn Dalhart Dalhart, Glenn 315

Building the Basic Scoreboard Glenn Dalhart Dalhart, Glenn 318

Advanced Scoreboard Topics Glenn Dalhart Dalhart, Glenn 324

Measuring CVC Activity for the Scoreboard Glenn Dalhart Dalhart, Glenn 331

Continuous Improvement Glenn Dalhart Dalhart, Glenn 333

How Technology Helps Glenn Dalhart Dalhart, Glenn 335

Summary Glenn Dalhart Dalhart, Glenn 336

Chapter 9 Getting Started Glenn Dalhart Dalhart, Glenn 339

Kickoff Glenn Dalhart Dalhart, Glenn 340

Fielding a Team Glenn Dalhart Dalhart, Glenn 353

Enrolling the Team: It Is How You Do Business Glenn Dalhart Dalhart, Glenn 360

Without the Customer There Is No Team Glenn Dalhart Dalhart, Glenn 362

Start Small and Grow Glenn Dalhart Dalhart, Glenn 364

The First Project Glenn Dalhart Dalhart, Glenn 367

Summary Glenn Dalhart Dalhart, Glenn 375

Chapter 10 Sustaining and Scaling: The Maturity Model Glenn Dalhart Dalhart, Glenn 377

The Hurdles We Faced Glenn Dalhart Dalhart, Glenn 378

Sticking to It: Maturity Model Glenn Dalhart Dalhart, Glenn 379

Sustaining and Scaling Glenn Dalhart Dalhart, Glenn 389

Summary Glenn Dalhart Dalhart, Glenn 398

Afterword Glenn Dalhart Dalhart, Glenn 401

In the Beginning Glenn Dalhart Dalhart, Glenn 401

A Few Highlights Glenn Dalhart Dalhart, Glenn 404

Get into Action Glenn Dalhart Dalhart, Glenn 410

About the Authors Glenn Dalhart Dalhart, Glenn 411

About the Contributors Glenn Dalhart Dalhart, Glenn 415

Index Glenn Dalhart Dalhart, Glenn 419

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