Summary of The Fundamentals of Business-to-Business Sales & Marketing

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The Fundamentals of Business-to-Business Sales & Marketing book summary
Bring business-to-business sales and marketing together, or else say goodbye to sales.

Rating

6 Overall

7 Applicability

7 Innovation

5 Style

Recommendation

Business-to-business marketing has three components: product management, marketing communication and sales. Author John M. Coe focuses primarily on marketing communication, particularly on working with your sales team to create a more effective sales model. Few previous books have addressed the need to update the business-to-business sales process, so getAbstract welcomes this useful addition. In this concise but detailed manual, Coe addresses everything a company must know to revive its sales and marketing process, and boost its B2B sales.

In this summary, you will learn

  • Why companies selling business-to-business need a new sales process
  • How it works
  • How to make the most of data-based, targeted marketing
 

Summary

For years, companies have emphasized sales over marketing because salespeople were the ones who brought in the business. Today’s marketplace calls for a new sales model that shifts from the dominance of sales units to combining sales with marketing-based communication. Despite this change, the sales...
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About the Author

John M. Coe is the founder of Integrated Target Marketing, and has worked for IBM and Rapp Collins Worldwide.


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