Summary of The B2B Executive Playbook

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8 Overall

9 Applicability

8 Innovation

8 Style


Many business-to-business (B2B) firms pattern their marketing efforts after those of successful business-to-consumer (B2C) firms. But B2B firms aren’t like Apple, Starbucks or Procter & Gamble. B2B companies need their own playbook, so consultant Sean Geehan wrote this one. The recipient of Ernst & Young’s 2002 Entrepreneur of the Year award, Geehan brings 25 years of experience advising B2B firms to this effort, which includes instructive case histories of successful B2B firms. His touchstones include Intesource, the procurement services company with nearly $50 million in annual revenues, and the $40-billion computing giant Oracle. getAbstract recommends his effective, real-world toolbox to business students, and to B2B entrepreneurs and executives.

In this summary, you will learn

  • What differentiates B2B firms from B2C firms,
  • What B2B firms should do differently to succeed,
  • How to leverage the power of the decision makers who control your fate at a few customer firms;
  • How to build strategies and go-to-market plans that align your leadership team;
  • How to boost market, sales and R&D, and
  • How to unleash innovation that increases your sales and margins.

About the Author

Sean Geehan is founder and CEO of Geehan Group, a consultancy for B2B firms. He won the Ernst & Young’s 2002 Entrepreneur of the Year award.



B2B Isn’t B2C
Far too many business-to-business (B2B) firms follow the strategies of business-to-consumer (B2C) companies, even though their formulas for success aren’t parallel and the strategies aren’t appropriate.

For example, B2C firms can sell tons of merchandise on...

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    Ashish Agarwal 2 years ago
    What seems to be missing is the proper factoring in of mission, vision, and values of the two partnering businesses. It could be considered as being within the realm of the ECAC's responsibilities, but how do you align and hence effectively work with an 'Employee First' attitude business when your business has and hence expect a 'Customer First' mindset from your partners?