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.
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.