This book offers both marketing and sales professionals a rare combined insight into both
worlds to continuously capture customer intelligence and create value by blending detailed
research with academic rigor and commercial experience of the authors in both Europe and North
America. 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. Companies
are creating lots of noise but failing to resonate with the customers. So what? The danger
aside from marketing wasting tens of millions of dollars on ineffective content and tools is
that customers will disengage. 94% of prospects say they have completely disengaged with
vendors because of irrelevant content. In order to grow fast the authors argue Sales and
Marketing teams need to slow down. They need to work together to truly understand their
customers' needs wants motivations and pain points so that they can offer customized value.
The book sets out how to establish a formal program to continuously capture customer
intelligence and insights - the shiny gems of understanding that help prospects to connect the
dots - so that value can be consistently articulated in marketing and sales conversations. By
integrating the best ideas and practice from commercial experience and academic research the
authors show how to create value across the entire marketing and sales value chain - not only
get a new customer but to continue to create value for future purchases by creating post-sales
value.
