Note: Supplemental materials are not guaranteed with Rental or Used book purchases.
Purchase Benefits
What is included with this book?
Acknowledgments | p. xv |
Introduction | p. xix |
The Marketing Playbook: Marketing Operations are your foundation | p. 1 |
Transactional Versus Relationship Marketing Model | p. 5 |
Designing a Business Operations Model Built for Revenue | p. 7 |
Changing How We Thought about Teamwork | p. 8 |
Don't Cover Up the Weak Spots | p. 11 |
Management: Reinforcing and Defining Roles | p. 11 |
Defining Your Structure | p. 12 |
Putting People in Position to Win | p. 13 |
Key System Elements | p. 15 |
How to Thrive in a Structure as an Employee | p. 17 |
Put the CMO in Charge of Both Sales and Marketing | p. 19 |
Think Like a Structured CMO Even If You're a Team of One | p. 20 |
Creating Connection Across Departments: Custodians of the Brand | p. 21 |
Going Beyond Reception | p. 23 |
Consumer Affinity: Making Fans of your customers | p. 25 |
Creating Fans | p. 25 |
Identifying Fans of Your Company | p. 27 |
The Rings of Fan Avidity | p. 30 |
Moving Fans to the Inner Rings | p. 32 |
Promotions that Move People Through the Rings | p. 33 |
Simple, Creative, and Dominating | p. 34 |
Little Bit of Time, Big Impact | p. 39 |
Promotions foe Different Ps | p. 40 |
Shock and Awe | p. 41 |
Final Thoughts | p. 42 |
Building Revenue-Generating Extentions | p. 45 |
The Three-tier customer model | p. 47 |
Getting Started: Organizing Your Tiers | p. 47 |
The First Tier: Your Season Ticket Holders | p. 48 |
The Third Tier: The Corporate Sponsors | p. 49 |
The Second Tier: Club Seats | p. 50 |
Initial efforts: How building a new stadium revolutionized our marketing | p. 51 |
Never Close the Opportunity for Further Revenue | p. 54 |
Identifying and Creating Tiers at Your Company | p. 56 |
The Birth of the Revenue-Generating Extension | p. 58 |
Revenue-generating extensions | p. 61 |
Don't Forget the Customer Service | p. 63 |
Making it your own | p. 70 |
Final Thoughts | p. 71 |
Relationship architecture: Building remarkable business relationships | p. 73 |
Delivers | p. 77 |
D: Dedication | p. 81 |
Your Individual Business Brand | p. 82 |
Saying No Can Be a Positive | p. 83 |
E: Energy | p. 84 |
Positive Energy Evokes a Positive Response | p. 85 |
Find Your Trigger | p. 85 |
L: Loyalty | p. 86 |
The Independent Problem Solver | p. 86 |
I: Invest | p. 88 |
V: Vision | p. 91 |
E: Engage and Entertain | p. 93 |
R: Responsibility | p. 95 |
s: Sacrifice | p. 97 |
Relationship Architecture is a Discipline | p. 99 |
The Ten Commandments of Relationship Building | p. 101 |
The Art of the Icebreaker | p. 101 |
It Takes Only One Change in a Process to Make a Difference | p. 104 |
Controlling the Process | p. 105 |
The ten commandments of organizing a business relationship | p. 106 |
Thou Shouldst Always Review the Business card of Anyone You Meet | p. 107 |
Create a File and a System to Capture Information about the Relationship | p. 109 |
Follow Up with Any Person You Meet | p. 111 |
Honor Your Relationship and Gather Information | p. 112 |
Thou Shalt Not Stop Here | p. 115 |
Send Periodic Notes to Keep Communication Flowing | p. 115 |
Surprise People by Remembering Something That Is Very Important to Them | p. 115 |
Invite People to an Event That You Can Attend Together | p. 118 |
See That What You Do Delivers to the Relationship | p. 118 |
Repeat Commandments 6 through 9 on a Consistent Basis | p. 119 |
Creating Memorable Moments | p. 121 |
Memorable moments | p. 121 |
Magnitude or Attitude? | p. 124 |
The Bow | p. 127 |
Finding the Bow and Tying It Perfectly | p. 130 |
It's All about the Execution | p. 131 |
The Hunt for the Perfect Bow | p. 131 |
Groups: Exponentially Magnified Relationships | p. 134 |
Relationships Equal Revenue | p. 135 |
Your network, not your net worth | p. 137 |
The revenue game: Converting Relationships into revenue | p. 139 |
Build, don't sell | p. 141 |
Stop selling | p. 141 |
Keep the Contract in the Drawer | p. 143 |
Forgoing the short-term sale | p. 146 |
Listen and Solve | p. 147 |
Always be creating | p. 148 |
Closing Isn't Selling | p. 150 |
Cold Calling | p. 151 |
Seven deadly sins of sales and marketing | p. 156 |
Greed | p. 156 |
Gluttony | p. 156 |
Envy | p. 157 |
Sloth | p. 157 |
Pride | p. 157 |
Lust | p. 158 |
Wrath | p. 159 |
Revenue generation: The new business funnel | p. 161 |
The nine steps of the new business funnel | p. 162 |
Prospecting | p. 162 |
Research | p. 165 |
Identify Your Target List (Short List) | p. 168 |
Relationship Architecture | p. 170 |
Needs Analysis | p. 173 |
Create a Pertinent Program | p. 176 |
Pitch the Concept | p. 179 |
Exchange Ideas to Get to the Close | p. 182 |
Close/Dead | p. 182 |
Creating and generating | p. 184 |
Don't spike the ball on the five-yard line | p. 185 |
The five factors of drive | p. 186 |
Direction | p. 186 |
Desire | p. 186 |
Discipline | p. 187 |
Determination | p. 187 |
Destination | p. 187 |
Sometimes you just have to suck it up | p. 188 |
Giving up is not part of the plan | p. 190 |
Quit | p. 190 |
Stay the Course | p. 191 |
Adapt and Overcome | p. 193 |
Don't be a doormat | p. 196 |
When the dust settles: the tasmanian devil effect | p. 200 |
There's a price for everything | p. 203 |
Afterword | p. 207 |
Index | p. 209 |
Table of Contents provided by Ingram. All Rights Reserved. |
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The Used, Rental and eBook copies of this book are not guaranteed to include any supplemental materials. Typically, only the book itself is included. This is true even if the title states it includes any access cards, study guides, lab manuals, CDs, etc.