Stand Out Marketing: How to Differentiate Your Organization in a Sea of Sameness
- 4h 7m
- Paul Johnston, Simon Kelly, Stacey Danheiser
- Kogan Page
- 2021
Stand-out Marketing presents original research which compares the content produced by organizations in a range of sectors which demonstrates that customers are left swimming in a "sea of sameness" by copycat marketing that makes choice difficult.
On the back of this unique and fascinating research, Stand-out Marketing sets out a framework of five competencies for business leaders, marketing and sales professionals to successfully differentiate themselves from competitors. These include seeing the next competitive move, staying in tune with your customers and becoming indispensable to them, activating and evaluating initiatives, as well as building an organizational culture which enables these competencies. Featuring interviews with industry experts, tools and exercises throughout, Stand-out Marketing is an essential resource to help companies stand out, deliver genuine value, and achieve competitive advantage.
About the Authors
Dr Simon Kelly has 35 years' experience in the ICT industry in customer service, sales, and marketing. He pioneered the move from 'product push' to 'value-based' selling while he was Marketing Director (SVP) at BT. A "pracademic" he has developed innovative marketing and sales skills modules at Sheffield Business School where he was a Senior Lecturer. He is currently CEO of Cohesion Marketing Services and a Principal of Shake Marketing Group and Lecturer in Marketing and Sales at York Management School.
Dr Paul Johnston is a visiting lecturer at Nottingham Trent University, Sheffield Hallam University in the UK and the IESEG management school in Paris. Prior to this Paul spent 20 years in the gambling and electronics games industry with board level roles in competitive strategy, key account management, marketing research, and product innovation.
Stacey Danheiser is CEO and founder of SHAKE marketing group, a strategic marketing consulting firm based in Denver, Colorado. She works with B2B clients to implement integrated marketing strategies and teach them about customer-centricity. Prior to starting her own consultancy, she spent 15 years as a marketing and sales enablement leader at large companies across cable, telecommunications, financial services, and banking sectors.
In this Book
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Foreword
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B2B Organizations are Stuck in a Sea of Sameness
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Why Does Sameness Happen in B2B Marketing?
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The V.A.L.U.E. Competency Framework – Core Competencies for B2B Differentiation
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The Role of Sales and Marketing in B2B Organizations – What is Important?
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The Visionary – Competencies for Seeing the Next Competitive Move
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The Activator – Competencies for Getting Things Done
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The Learner – Competencies for Staying in Tune with Your Customers
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Usefulness – Competencies for Becoming Indispensable to Your Customers
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The Evaluator – Competencies for Making Good Decisions
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Building a V.A.L.U.E. Competency Culture
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Using V.A.L.U.E. Competencies to Stand Out from Your Competitors
