Eric Jacobson

MARCH 18, 2013

Question : For readers who lead Business-To-Business (B2B) companies, my sense is that some will think this book is not for them because they don't deal with the consumer or aren't in retail. Arrogance + Ignorance = Irrelevance We live in a time when the line between B2B and B2C is eroding. What is B2B or B2C truly about any way?

B2B 55

B2B B2C Technology CRM 55

Harvard Business Review

AUGUST 5, 2015

The AIDA model and its variants are the basis for sales funnels at many B2B firms. It’s an inside-out process and CRM systems are there to provide data about progression (or not) through that company’s funnel steps — the famous “pipeline” metrics that dominate so much talk about sales.

B2B 8

B2B AIDA AIDAS Disintermediation 8

Strategy Driven

JUNE 9, 2014

The only people who don’t know that are other sales trainers, recently released old-world sales tactics books that are still trying to convey old messages, and several million salespeople still trying to cold call, pitch the product, overcome objections, and close the sale. Not just your company and your products – you personally.

Customer Loyalty 63

Customer Loyalty B2C Reputation CRM 63

Harvard Business Review

JANUARY 6, 2016

Over the past 20 years, information technology and digital channels have changed the way consumers shop for products ranging from cars to homes to electronics. Those forces are dramatically changing the way B2B companies and their customers approach buying and selling, too. CRM), tools (e.g., Sellers must respond. Systems (e.g.,

B2B 8

B2B Information Information Technology CRM 8

Harvard Business Review

DECEMBER 13, 2017

Because I teach a course on Product Management at Harvard Business School, I am routinely asked “what is the role of a Product Manager?” ” The role of a Product Manager (PM) is often referred to as the “CEO of the Product.” Aron Vellekoop Len/Getty Images. Core Competencies.

Productivity 8

Productivity Products Core Competence Management 8

Harvard Business Review

FEBRUARY 1, 2016

In B2B contexts, for example, rep performance in similar territories often varies by 300% between top and bottom quintiles, and in retail stores selling productivity typically varies by a factor of three to four. Reps selling CRM services have vastly different tasks than reps selling communication tools.

CRM 8

CRM B2B Price Budgeting 8

Harvard Business Review

JANUARY 21, 2015

The survey included 62 B2B companies, 39% of which have revenue greater than $1 billion and 37% of which have revenue greater than $250 million.) The primary focus of a pipeline meeting should be to help reps develop a game plan to move deals forward, not just scrubbing CRM data and forecasting revenue.

Process 8

Process Company CRM B2B 8

Harvard Business Review

NOVEMBER 3, 2014

Indeed, according to my research into 351 mid-market B2B companies , except for companies in software, the adoption rate of marketing technology is very low: companies in other industries are using a median of just 2 out of 9 major marketing technology programs that I identified.

Technology 8

Technology Marketing Company CRM 8

Harvard Business Review

NOVEMBER 3, 2014

Indeed, according to my research into 351 mid-market B2B companies , except for companies in software, the adoption rate of marketing technology is very low: companies in other industries are using a median of just 2 out of 9 major marketing technology programs that I identified.

Technology 8

Technology Marketing Company CRM 8

Harvard Business Review

MARCH 31, 2015

Yet, after sales force costs, events are the biggest line item in many marketing budgets, especially for B2B firms. So consider what more productive event spending means for the bottom line. Beacon (location based) technology allows exhibitors or sponsors to direct interested attendees to their product or booth.

CRM 8

CRM ROI Budgeting Public Relations 8

Harvard Business Review

DECEMBER 13, 2012

Product "rationalization" is all well and good, but you've probably already figured out that it puts you, the sales manager, in a serious bind. Your B2B company probably used to offer products to meet every conceivable customer need. This is how product rationalization has pushed selling companies into the discount trap.

Discount 8

Discount Price Activity Based Costing CRM 8

Harvard Business Review

MARCH 10, 2017

Yet much of the data from sources such as CRM reporting tools and time studies is self-reported, and thus inherently flawed. By seeing exactly where and how people spend their time — rather than relying on recollections, anecdotes, or assumptions — executives have a solid basis for taking actions that will raise productivity.

Software 8

Software Metrics CRM B2B 8

Harvard Business Review

MARCH 1, 2016

Sales professionals make decisions every day about what prospects and customers they will be meeting with, what products or services they will highlight in their pitches, and even what elements of your value proposition they will emphasize. Focus the team on creating value beyond the products and services it sells. McKinsey & Co.

Strategy 8

Strategy Execution How To CRM 8

Harvard Business Review

JANUARY 9, 2014

On the most effective sales teams, particularly B2B, the individual no longer reigns supreme. Collaboration is better not only among the reps selling into different parts of that customer organization but also across the product and marketing teams charged with building and positioning broader solutions for the customer.

Team 8

Team Metrics Compliance Attrition 8