9780324301250

Escaping the Black Hole Minimizing the Damage from the Marketing-Sales Disconnect

by
  • ISBN13:

    9780324301250

  • ISBN10:

    0324301251

  • Format: Hardcover
  • Copyright: 2005-04-05
  • Publisher: South-Western Educational Pub
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Summary

A fourth of all B2B marketing and sales resources are wasted on misguided initiatives and activities. As much as 80 to 90 percent of the content produced by marketing is considered useless by salespeople. And only 29 percent of a B2B salesperson?s time is actually spent on selling. Companies who sell complex products and services struggle with the growth in the raw volume of content, the constant change, and the number of contributors. This often leads to significant duplication, inconsistent information, and a dilution of the message that complicates the sales process - confusing prospects and sales reps alike. Written by sales and marketing expert Bob Schmonsees, this enlightening book aligns marketing and sales organizations, putting everyone companywide - from the CEO to the assistant - on the same page. The last decade saw an increasing misalignment between marketing and sales, as well as allowed inefficiencies to creep into the marketing and selling model. Schmonsees reveals the secrets to bridging the gap, cutting the clutter, and eliminating the waste.

Table of Contents

Foreword ix
Introduction xiii
PART I Discovering the Event Horizon
The Schwarzschild Radius
3(9)
The Increasing Market Complexity
12(9)
The Changing Market Dynamics
21(6)
The Changing Communications Model
27(10)
Understanding the Disconnect
37(15)
Strategic Mistakes
52(10)
Missed Opportunities
62(21)
PART II Closing the Gap
Alignment as a Core Strategy
83(8)
Conceptualizing the Ecosystem
91(5)
Discovering the Holy Grail
96(14)
Enabling the Ecosystem
110(5)
PART III Implementing the Buyer-Centric Revenue Model
Understanding the Model
115(6)
Integrated Pipeline Management
121(18)
PART IV Implementing the Value-Centric Communications Model
Understanding the Model
139(6)
Adopting the VCCM
145(6)
Building a Value Map
151(10)
Optimizing the Sanctioned Content
161(34)
Conclusion: The Opportunity for Marketing 195(8)
Index 203

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