by John Coe
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Product Description
B2B sales and marketing executives have been hard-hit by increasing sales demands, plummeting budgets, and highly touted techniques that promise more than they deliver. The Fundamentals of Business-to-Business Sales & Marketing shows executives how to integrate traditional B2B selling methods with effective and proven new technologies. Covering database marketing, microclustering, accurate ROI measurement, and more, this no-nonsense book provides a dynamic, hands-on approach for selling more while spending less, and meeting today's relentless revenue and margin demands.
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Average Customer Review:
0 of 0 people found the following review helpful:
 A much-needed book on a rarely covered subject: B2B marketing, 2008-10-13
Business-to-business marketing has three components: product management, marketing communication and sales. Author John M. Coe focuses primarily on marketing communication, particularly on working with your sales team to create a more effective sales model. Few previous books have addressed the need to update the business-to-business sales process, so getAbstract welcomes this useful addition. In this concise but detailed manual, Coe addresses everything a company must know to revive its sales and marketing process, and boost its B2B sales.
1 of 1 people found the following review helpful:
Very good, and insightfull book - must read, 2008-04-15
I need to say that after Lead Generation for the Complex Sale: Boost the Quality and Quantity of Leads to Increase Your ROIManaging Sales Leads: Turning Cold Prospects into Hot Customers - those 2 books I was not expecting anything new, even because this one is older than those 2.
But!
I was wrong. This book offers a lot more another type of information, than mentioned above books does,and for your library you must have all of them.
In this book, you will find:
- Special insights on lead nurturing (author calls them as lead development)
- Special thoughts about B2B customer loyalty issues - till now, no B2B books are covering this important topic;
What is bad, that author concentrates too much on lead classification by NAICS codes - that is what you can not use, if you are not selling in USA,so for me as international sales manager, and outside USA this part of book is not useful.
Good book, you will not be dissapointed
0 of 0 people found the following review helpful:
Excellent book on the subject, 2008-02-13
This is an excellent book on b2b direct marketing. The book strives to give a broad but balanced overview of the subject and also try to convince the reader why direct marketing is the way forward. You will not regret reading it, especially if you are new to the subject or need convincing.
However, if you are already an experienced practitioner looking to fine tune your implmentation, you may find the book lacking some tips on the execution side. The book tends to focus more on general methodology. None the less, it is not an exageration to say it is a must have, on your book shelf if you are involved in B2B marketing at all.
8 of 8 people found the following review helpful:
Very practical book for marketing / sales leaders, , 2004-10-13
John Coe's New Sales Coverage Model explains a holistic approach to marketing, which aligns marketing and sales together.
If you're like most readers you will be tempted to skip over the fundamentals that John Coe lays out such as database design, planning, and micro-segmentation.
The thing about marketing is that many marketers enjoy the creative process but few have the discipline for execution. Coe's book lays out an effective strategy, which requires teamwork and a shared vision involving all players.
This practical book lays out step-by-step what you need to do to sell more and spend less. Great book!
Brian Carroll
Author of Lead Generation for the Complex Sale : Boost the Quality and Quantity of Leads to Increase Your ROI
12 of 12 people found the following review helpful:
It's About Time!, 2004-08-14
This book is a wake-up call for marketing and sales organizations. The old ways of going-to-market are no longer effective in today's business environment.
John Coe clearly understands the new sales paradigm and what it takes to be successful. He shows readers what it takes to:
- Break through the marketing clutter and get noticed.
- Obtain high quality leads and convert them to sales.
- Create and execute an effective campaign.
From the very first page of this book, I was hooked - and I'm a pretty discriminating reader. As someone who specializes in new product launches, I'm pretty cynical about most books since they just keep regurgitating old, time-worn strategies and tactics.
This book is different. Well worth the investment.
Jill Konrath
CEO, Leapfrog-Strategies
http://www.Leapfrog-Strategies.com
Founder of top sales portal:
http://www.sellingtobigcompanies.com
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