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Launching to Leading: How B2B Market Leaders Create Flashmobs, Marshal Parades and Ignite Movements

Launching to Leading: How B2B Market Leaders Create Flashmobs, Marshal Parades and Ignite Movements

by Ken Rutsky

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Everyone wants to be a market leader. Market leaders enjoy financial success, create wealth and have recruiting, selling and market power that is almost always disproportionate to their actual product and solution advantages. In fact, many competing executives have been driven crazy by this, lamenting on how their product was better, but the market didn’t seem to care. Launching to Leading explains how and why market leaders succeed in breaking through and leading in today’s crowded markets, and reveals how to apply this to your business to take you from Launching to Leading and beyond.

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Product Details

ISBN-13: 9781683500353
Publisher: Morgan James Publishing
Publication date: 08/16/2016
Sold by: Barnes & Noble
Format: NOOK Book
Pages: 174
File size: 5 MB

About the Author

Ken Rutsky is a B2B marketing consultant, thought leader, speaker, mentor and author focused on helping his clients achieve breakthrough and market leadership. Today, as the Founder and President of KJR Associates, Ken has implemented and honed his Breakthrough Marketing framework, with successful implementation at dozens of client companies including FireEye, Nimsoft, Sophos and others. Prior to his consulting practice, Ken spent more than 20 years in B2B marketing roles, launching the Intel Inside broadcast co-op program and the Internet’s first affiliate marketing program, Netscape Now.

Table of Contents

The Pre Game 1

Preface 3

How to Use this Book 5

Introduction 6

Game Film: The FireEye Story 11

The Game Plans From Launching to Leading 15

Game Film: The Bear and The Alligator 17

Chapter 1 The Journey to Market Leadership and the Modern Marketing Machine 20

Chapter 2 Why We Need a New Approach, The Changing B2B Market and Buyer 27

Chapter 3 The Five Stages of Market Leadership 37

Game Film: Velocity Football and You 41

The Opening Drive-Participation 45

Chapter 4 Unique Value, Creating Messages that Matter 47

The Coach's Comer: The Problems with Value 52

Chapter 5 Scaling Your Go-to-Market Messaging 55

The Coach's Corner: Avoiding the YAWNER-Why Most B2B Whitepapers Stink 62

The First Half Playbook-Breakthrough 65

Chapter 6 Introducing the Viewpoint Story Wheel 67

The Coach's Corner: Chasm, What Chasm? 70

Chapter 7 Building Your Viewpoint Story Wheel 74

The Coach's Corner: On Approach, Innovation and Mindset 82

Game Film: Viewpoint Sets the Stage at Cirque Du Soleil 87

Chapter 8 The Four Viewpoint Story Types and Four Companies Telling Them Well 89

The Coach's Corner: The Hero's Journey 95

Chapter 9 Which Viewpoint Stories are Right for You? 98

Chapter 10 Tilting to Abundance 102

Game Film: Palo Alto Networks Tilts the Playing Field 104

The Coach's Corner: Scaling Your Viewpoint Story 105

The Second Half Playbook-Leadership 109

Chapter 11 Show Me, Don't Tell Me! 111

Game Film: Nimsoft Accelerates Sales Cycles with Online Demo 114

Game Film: Dog Food and Stone Skipping-Something Quirky 115

Chapter 12 Breakthrough Sales-Winning at the Coalface 118

Chapter 13 Breakthrough Marketing and The Modern Marketer 122

The Final Drive: Winning the Champion's Cup-Transformation 127

Chapter 14 Beyond Breakthrough-Flashmobs, Parades and Movements 129

Game Film: DMTI Creates a Flashmob-From Key Customer Acquisition to Being Acquired 133

Game Film: GoodData Marshals a Parade-Messaging to Win in a Crowded Market 136

Game Film: Zuora Ignites a Movement-Transforming a Market 140

Chapter 15 Market Leadership Uncorked-A Five-Step Plan 151

Appendix Breakthrough Marketing Models and Frameworks 157

Acknowledgements 166

Sources and Notes 169

About the Author 173

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