ESCAPING THE BLACK HOLE MINIMIZING THE DAMAGE FROM THE MARKETING SALES DISCONNECT (HB 2005). Este artículo no está disponible.ESCAPING THE BLACK HOLE MINIMIZING THE DAMAGE FROM THE MARKETING SALES DISCONNECT (HB 2005)

A fourth of all B2B marketing and sales resources are wasted on misguided initiatives and activities. As much as 80 to 90 percent of the content produced by marketing is considered useless by salespeople. And only 29 percent of a B2B salesperson's time is actually spent on selling. Companies who sell complex products and services struggle with the growth in the raw volume of content, the constant change, and the number of contributors. This often leads to significant duplication, inconsistent information, and a dilution of the message that complicates the sales process - confusing prospects and sales reps alike. Written by sales and marketing expert Bob Schmonsees, this enlightening book aligns marketing and sales organizations, putting everyone companywide - from the CEO to the assistant - on the same page. The last decade saw an increasing misalignment between marketing and sales, as well as allowed inefficiencies to creep into the marketing and selling model. Schmonsees reveals the secrets to bridging the gap, cutting the clutter, and eliminating the waste.

PART I. DISCOVERING THE EVENT HORIZON 1. The Schwarzschild Radius 2. The Increasing Market Complexity 3. The Changing Market Dynamics 4. The Changing Communications Model 5. Understanding the Disconnect 6. Strategic Mistakes 7. Missed Opportunities PART II. CLOSING THE GAP 8. Alignment as a Core Strategy 9. Conceptualizing the Ecosystem 10. Discovering the Holy Grail 11. Enabling the Ecosystem PART III. IMPLEMENTING THE BUYER-CENTRIC REVENUE MODEL 12. Understanding the Model 13. Integrated Pipeline Management PART IV. IMPLEMENTING THE VALUE-CENTRIC COMMUNICATIONS MODEL 14. Understanding the Model 15. Adopting the VCCM 16. Building a Value Map 17. Optimizing the Sanctioned Content CONCLUSION. THE OPPORTUNITY FOR MARKETING