Winning with Customers: A Playbook for B2B

Preface

This book has many pages. We are not sure yet why it has so many and who the heck wrote them all! We recognize that some of you will read every page, others will read selective portions of the book, and many (hopefully) will use the book as a reference or guide on your journey to "win with customers." We thought a quick road map up front might help you to navigate the material and use it best to meet your needs.

How Is the Book Organized?

There are 10 chapters and an afterword in the book. The first three chapters are:

1. "Why We Lose"

2. "Define Winning"

3. "The Playbook"

These chapters provide an executive overview of our formula for winning with customers. In these chapters you find the Six Big Ideas that help your organization accelerate profitable growth. We also discuss the four breakthroughs contained within our winning formula, which we believe sets our approach apart from others. And we share the real experiences from real companies that have delivered significant results using our approach. We talk about those companies and share their business cases in depth.

The next five chapters are:

1. "Winning Metrics"

2. "What Does Your Customer Think?"

3. "Informing Decisions"

4. "Executing Value Creation and Value Capture"

5. "The Scoreboard"

These are the "winning plays," as we like to call them. These chapters are filled with lots of practical information to help you put the winning formula into practice in your organization. This is where practitioners can learn with reasonable detail how to do the work ...