The problem is that companies are creating a lot of noise, but failing to resonate with their customers.
In this book we focus on the single biggest contributor to the success or failure of companies - staying in tune with what your customers value.
To survive and thrive we argue that it’s time to go back to the basics by putting a focus on creating value for your customers. Over the past two decades, we’ve seen first-hand what can be accomplished when Sales and Marketing work together to understand and deliver customer value.
The book is loaded with actionable templates, exercises and frameworks. Before we get to the how to in each chapter we seek to help improve your understanding of concepts and issues that will successfully drive a customer value-led approach into your business. Importantly, we help you make the business case for this approach by providing lots of credible supporting data and insights.
Incorporating three new pieces of original research and by integrating the best ideas and practice from commercial experience and academic research, we show you how to create value across the entire marketing and sales value chain – to keep and grow existing customers, acquire new customers, and to continue to create value for future purchases.
Over 200 million pieces of online content are produced every minute. Chances are, your message is not seen or heard by your prospective customers. Learn how to understand who your buyers are and how to resonate with them through targeted messaging, content and campaigns.
Your customers are 60% of way through the buying process before they contact you. If you have struggled to resonate with customers, or ended up in a stalled customer deal, this book will show you how to connect with multiple decision makers and create value in the moment.
Customer-centric organizations are 60% more profitable than non-customer focused organizations (Deloitte and Touche).This book will provide you with the foundation you need to make a pivotal shift in your organization from internally focused to externally focused, ultimately leading to more revenue and better ROI.
As a business owner, you wear a lot of hats. But none is more important than understanding what your customers need and value from you. This book provides you with a formula to communicate with your customers, in terms that they understand, so that you can build a thriving business.
Whether you are an undergraduate or graduate business student, this book goes beyond the classroom with practical advice and tools to show you how to develop a deeper understanding of your customers and ultimately thrive in your career.
We tell you what, why and how to uncover and understand what your customers really care about and how to deliver value to them.
The co-founders, Stacey Danheiser and Simon Kelly have been in your shoes. We have a long track record of leading marketing at blue chip organizations in the telecom, cable and financial services industries. After witnessing all of the time wasted on creating marketing and sales programs, campaigns and content that just doesn’t produce results, we started SHAKE Marketing Group to help organizations bring the focus back to the customer.
We understand that it isn’t easy to achieve internal alignment, which is why we are fanatical about running programs that aim to create cohesion amongst sales, marketing and product organizations. We have successfully developed and implemented customer value programs that forced a major shift in thinking and prioritization. We draw on the best work from academia and practice to provide creative growth solutions.
Our goal is to create an experience that provides only actionable advice and recommendations (no unproven theories or impossible-to-execute ideas).
We are well informed by leading academic and commercial research, and through our own experience. We like to immerse ourselves in our clients’ world and engage with their teams. We can be controversial and irreverent if it helps moves you forward – and – dare we say, fun.
Co-founder Stacey Danheiser is a customer-focused and passionate marketer. Prior to starting SHAKE Marketing, she was most recently Director of Channel Marketing for Janus Capital Group, a global asset management firm. While at Janus, Stacey initiated customer-focused value propositions and integrated marketing campaigns to reach the firm’s Financial Advisors. Prior to Janus, Stacey oversaw integrated marketing for the large enterprise segment at Level 3, where she was responsible for marketing to the firm's top enterprise customers and equipping the sales team with actionable and dynamic tools.
Prior to co-founding SHAKE Marketing Group, Simon Kelly led a dispersed team at Level 3 in the development of creative, innovative marketing programs value propositions and messages to reach the firm’s Enterprise, Government and Wholesale customers. In this job he pioneered a proposition marketing and sales program which delivered record revenue growth. Simon was also Marketing Director for BT Major Business. He was responsible for marketing to BT’s top 5000 Corporate and government customers and pioneered a proposition marketing and sales program which delivered £250m p.a. revenue growth. Simon also leads Master's level marketing courses at Sheffield Business School in England, and has been a visiting lecturer at University of Colorado (Boulder) on their International Telecoms Masters program.