Creating the Strategy

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en Limba Engleză Paperback – 03 Aug 2012

A practical guide that brings together the most important elements of business strategy, B2B marketing theory and sales management, Creating the Strategy is aimed at managers and leaders wanting to structure their organizations around the acquiring and retaining of customers in B2B markets. Rennie Gould introduces a significant number of new models and frameworks that have been developed from management workshops with clients such as Nokia and Mercedes Benz. 

Including diagrams, workshops and case studies, this book follows Gould's proven learning device, The Business Performance Value Chain, in order to: 

-stimulate awareness of various issues affecting business performance and the techniques to address them 
-create understanding of how these issues and techniques can come together 
-encourage generating insights into what this understanding means for the organization's specific situation in its own marketplace 
-inspire managers to take the appropriate action by providing a guide for them to follow 

Bringing together the essential elements of both strategy creation and strategy implementation, Creating the Strategy is designed to show managers and leaders how to improve organizational effectiveness and business performance.
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ISBN-13: 9780749466145
ISBN-10: 0749466146
Pagini: 238
Ilustrații: Illustrations
Dimensiuni: 160 x 232 x 13 mm
Greutate: 0.39 kg
Editura: Kogan Page



Part One Sales and Customer Strategy 

01 Sales and customer strategy in B2B markets 
The importance of sales and customer strategy 
The Business Performance Value Chain 
The role of management 
Business performance 
Creating strategy 
Managing strategy 
Workshop tested 
Self-assessment questionnaire 
The sales and customer strategy self-assessment 
The self-assessment 

Part Two Creating Strategy

02 Strategic direction 
The external environment 
SWOT analysis 
Overall goals 
Core competencies 
Market definition 
Competitive positioning 
Strategic direction and business strategy 
Implications for management 
Workshops and case studies 

03 Customer strategy 
Customer strategy and marketing theory 
Customer importance 
Customer understanding 
The Customer Relationship Matrix 
Customer importance mapping 
The customer journey 
Sources of customer information 
Customer profiling 
Previewing sales process 
Workshops and case studies 

04 The value proposition 
Products and services 
The total proposition 
New product development 
The Differentiator Matrix 
Creating customer value 
Aspects of value 
Value mapping 
Creating value propositions 
The Value Balance Sheet 
The value proposition creator 
Workshops and case studies 

05 The sales process 
The sales process 
Stages in the sales process 
Developing the sales process 
Activity management and account management 
Business buyer behavior 
Choice of development account 
Development account entry strategy 
Time and territory management 
Automating the sales process 
Workshops and case studies 

Part Three Managing Strategy 

06 Business purpose 
Strategy and business purpose 
Culture Beliefs and values 
Communicating business purpose 
Primary mechanisms of culture 
Secondary mechanisms of culture 
Workshops and case studies 

07 People and Performance 
The Organizational Blueprint 
Controlling performance: The sales performance framework 
Key performance measures - the ends 
Intermediate performacnce measures - progress 
Competence - the means 
Knowledge, skills and behavior 
Standards of performance 
Example competency profile: Account manager 
Workshops and case studies 
Appendix 1: Job specification 
Appendix 2: Field appraisal process 

08 Development and motivation 
The personal development plan 
Training needs analysis 
Creating a philosophy of development 
Training v coaching 
Developing competencies 
Developing knowledge, skills and behaviors 
Team development 
Team life cycles 
Note on recruitment 
A motivation exercise 
Some traditional theories of motivation 
The motivational framework 
Some common sales motivation issues 
Workshops and case studies 

Part Four Implementing Strategy 

09 Implementing strategy 
Priorities for action 
Strategic v operational change 
Leading operational change 
Leading strategic change: Lessons from consultancy 

10 The Art of War 


Notă biografică

Rennie Gould
, CEO and creator of Customize UK Training, is a highly qualified consultant and professional practitioner in B2B sales, customer strategy and sales management. His clients include Mercedes Benz, AXA, and Pirelli.


"A good read for business leaders, not just marketing managers and directors. The book sets out to provide a practical guide for businesses and delivers on this promise." B2B Marketing Magazine