One to One, B2b: Customer Development Strategies for the Business-to-Business World

Description

Imagine that you lived in a city made of steel and woke up one morning to discover the entire city had been turned to glass. Everything that had been opaque would be transparent, everything sturdy would be fragile. One false move, even the slightest slip and--boom!--everything around you could shatter. Nowhere does this frightening image seem more real than in the realm of business-to-business commerce, where the Internet is recasting and remodeling nearly every existing relationship. Although consumer marketers may have been first to launch Web-based, customer-centric initiatives, it is the business-to-business companies that have the most to gain. They also have the most to lose by doggedly sticking with out-dated traditional market penetration strategies. In One to One B2B," " marketing gurus Don Peppers and Martha Rogers argue persuasively that in the broad arena of business-to-business commerce, organizations will rise or fall on the basis of their abilities to cultivate one-to-one relationships with their customers. In a series of richly detailed case studies, the authors paint vivid portraits of B2B organizations wrestling with front-burner issues such as channel complexity, customer valuation, account development, sales force automation, knowledge-based selling, and new modes of compensation. And they squarely tackle the question of how much technology is too much, arguing that one shouldn't ask "How can you use technology to automate a relationship?" but, rather, "How can you use technology to strengthen a relationship and make it more valuable over time?" In One to One B2B, readers will discover the critical role a "learning relationship" plays in developing new and existing customers to their fullest potential, as well as strategies designed specifically to unlock higher levels of profitability, ensure client loyalty, and fight margin erosion in the face of intense global competition. The result is an indispensable handbook on how to create and develop business-to-business sales and marketing techniques successfully in the bump and grind of the real world.

Globally respected thought leaders, futurists, and management consultants, Don Peppersand Martha Rogers, Ph.D, . are the authors of four business best-sellers: "The One to One Future," Enterprise One to One, The One to One Fieldbook (coauthored with Bob Dorf), and The One to One Manager. Their company, Peppers and Rogers Group, is the world's preeminent customer-focused management consulting and training firm, with offices on six continents and dozens of Global 1000 clients, in both the B2B and B2C arenas. Before teaming up with Dr. Rogers, Don Peppers was a celebrated Madison Avenue rainmaker and CEO of a major direct marketing agency. Martha Rogers is adjunct professor at the Fuqua School of Business at Duke University and leads multiyear, multi-million-dollar research efforts in the emerging CRM field.

Critical Acclaim For Don Peppers And Martha Rogers: One To One B2B"Information technology is changing the way businesses manage sales forces and customers. Willy Loman now carries a laptop and links to some very expensive data systems. As firms incur these expenditures, they need a guiding philosophy. This book lays out, clearly and passionately, a vision for B2B customer relationship management systems."--Jon Deighton, The Harold M. Brierly Professor of Business Administration, Harvard Business School. The One To One Fieldbook"If your company is launching a customer-focused strategy, give this book to all of your transition players; it sets the agenda."--"Fortune"Enterprise One To One"Five Stars!"--"The Wall Street Journal""First to map the uncharted new world of interactive business. Use it to unlock the immense potential value of your customers."--Scott Cook, chairman of the board, Intuit"Destined to become the business field guide to the twenty-first century." --Jim Kouzes, chairman and CEO, TPG (Tom Peters Group) Learning Systems, and co-author of The Leadership ChallengeThe One To One Future"Book of the year." --Tom Peters"Unusual insight into how marketers can serve each other and every consumer." --Regis McKenna, author, consultant, Regis McKenna, Inc."Peters was wrong. This is not the book of the year. It's not even the book of the decade. It's one of the two or three most important business books ever written." --George Gendron, "INC". magazine