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
