Value-ology : Aligning sales and marketing to shape and deliver profitable customer value propositions / by Simon Kelly, Paul Johnston, Stacey Danheiser.
2017
HF5415.13
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Details
Title
Value-ology : Aligning sales and marketing to shape and deliver profitable customer value propositions / by Simon Kelly, Paul Johnston, Stacey Danheiser.
Author
Kelly, Simon, author.
ISBN
9783319456263
3319456261
3319456253
9783319456256
3319456261
3319456253
9783319456256
Published
Cham : Springer International Publishing, 2017.
Language
English
Description
1 online resource (xx, 199 pages) : illustrations.
Item Number
10.1007/978-3-319-45626-3 doi
Call Number
HF5415.13
Dewey Decimal Classification
658.514
Summary
This book offers both marketing and sales professionals a rare combined insight into both worlds to continuously capture customer intelligence and create value, by blending detailed research with academic rigor and commercial experience of the authors in both Europe and North America. It has never been easier to produce great marketing content and sales collateral. And yet, 90% of the content that marketing produces is NEVER used by sales. Why not? Because it's not relevant to the audience or the prospect doesn't even know the content exists. Furthermore 58% of deals end up in "no decision" because Sales has not presented value effectively. Companies are creating lots of noise but failing to resonate with the customers. So what? The danger, aside from marketing wasting tens of millions of dollars on ineffective content and tools, is that customers will disengage. 94% of prospects say they have completely disengaged with vendors because of irrelevant content. In order to grow fast, the authors argue, Sales and Marketing teams need to slow down. They need to work together to truly understand their customers' needs, wants, motivations and pain points so that they can offer customized "value". The book sets out how to establish a formal program to continuously capture customer intelligence and insights -- the shiny gems of understanding that help prospects to connect the dots -- so that value can be consistently articulated in marketing and sales conversations. By integrating the best ideas and practice from commercial experience and academic research the authors show how to create value across the entire marketing and sales value chain -- not only get a new customer, but to continue to create value for future purchases by creating "post-sales" value.
Access Note
Access limited to authorized users.
Digital File Characteristics
text file PDF
Added Author
Johnston, Paul, author.
Danheiser, Stacey, author.
Danheiser, Stacey, author.
Available in Other Form
Print version: 9783319456256
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Online Access
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Table of Contents
Chapter1
Unlocking Customer Value Chapter2
What is Value? Chapter3
Value Propositions Chapter4
Value Conversations Chapter5
Unearthing Customer Value Chapter6
From Value Propositions to solutions Chapter7
Developing Coherent Campaigns Chapter8
Align or Die Chapter9
New Value Curve.
Unlocking Customer Value Chapter2
What is Value? Chapter3
Value Propositions Chapter4
Value Conversations Chapter5
Unearthing Customer Value Chapter6
From Value Propositions to solutions Chapter7
Developing Coherent Campaigns Chapter8
Align or Die Chapter9
New Value Curve.