009 Ctrl Alt Delete by Mitch Joel

The Customer-Base Audit: The First Step on the Journey to Customer Centricity by Peter Fader, Bruce Hardie and Michael Ross About the Book: As a leader in your organization, you will be very familiar with your organization's key financial statements and monthly management reports. You may have spent countless hours discussing budgets and expenditures. But how much time have you spent reflecting on the fact that these revenues are generated by actual customers―the people who pull out their wallets and pay for your products and services? In The Customer-Base Audit: The First Step on the Journey to Customer Centricity, experts Peter Fader, Bruce Hardie, and Michael Ross start you on the path toward really getting to understand your customers' buying behavior as well as the health of your overall customer base. A customer-base audit is a systematic review of the buying behavior of a firm's customers using data captured by its transaction systems. It will help you answer questions such as: How healthy is your customer base? How realistic are your growth objectives? How do your customers differ in terms of their behavior and value? How has the quality of your customers changed over time? What changes in customer behavior lie behind period-to-period changes in firm performance? What is important to your high-value customers? Which products help you acquire and retain your best customers? Fader, Hardie, and Ross present five "lenses" through which an executive can address questions like those above. The answers are often lurking in various parts of the organization, but it is rare to find all the relevant analyses in one place, let alone performed on a regular basis (as an audit should be). Yet without such a basic, systematic understanding of the foundations of the firm's primary source of cash flow, how can executives make informed decisions? Fader, a Wharton professor, is the author of Customer Centricity and coauthor of The Customer Centricity Playbook, both of which have helped businesses radically rethink how they relate to customers. In this first step of the journey, Fader, Hardie, and Ross assist leaders in gaining a fundamental understanding of their customers' buying behavior―and thus their company as a whole. About the Author: Peter S. Fader is the Frances and Pei-Yuan Chia Professor of Marketing at The Wharton School of the University of Pennsylvania. His expertise centers around the analysis of behavioral data to understand and forecast customer shopping/purchasing activities. He works with firms from a wide range of industries, such as telecommunications, financial services, gaming/entertainment, retail, and pharmaceuticals. In addition to his various roles and responsibilities at Wharton, Professor Fader is also co-founder of Zodiac, a predictive analytics firm that was sold to Nike in 2018. He then co-founded (and continues to run) Theta to commercialize his more recent work on "customer-based corporate valuation." Peter is the author of Customer Centricity: Focus on the Right Customers for Strategic Advantage and co-author with Sarah Toms of the book The Customer Centricity Playbook (which was featured on episode 222 of The Marketing Book Podcast in 2019). He has been quoted or featured in The New York Times, The Wall Street Journal, The Economist, The Washington Post, and on NPR, among other media. And, interesting fact – he was a math major at MIT! Click here for this episode's website page with the links mentioned during the interview... https://www.salesartillery.com/marketing-book-podcast/customer-based-audit-peter-fader

18 Marras 20221h 8min

The Bezos Blueprint: Communication Secrets of the World's Greatest Salesman by Carmine Gallo About the Book: The communication and leadership secrets of Jeff Bezos and how to master them, from the bestselling author of Talk Like Ted. Jeff Bezos is a dreamer who turned a bold idea into the world's most influential company, a brand that likely touches your life every day. As a student of leadership and communication, he learned to elevate the way Amazonians write, collaborate, innovate, pitch, and present. He created a scalable model that grew from a small team in a Seattle garage to one of the world's largest employers. The Bezos Blueprint by Carmine Gallo reveals the communication strategies that Jeff Bezos pioneered to fuel Amazon's astonishing growth. As one of the most innovative and visionary entrepreneurs of our time, Bezos reimagined the way leaders write, speak, and motivate teams and customers. The communication tools Bezos created are so effective that former Amazonians who worked directly with Bezos adopted them as blueprints to start their own companies. Now, these tools are available to you. About the Author: Carmine Gallo is a Harvard instructor, bestselling author, and international keynote speaker. A "communications guru," according to Publishers Weekly, Carmine coaches CEOs and leaders for the world's most admired brands. Carmine's bestselling books, including Talk Like TED and The Presentation Secrets of Steve Jobs, have been translated into more than 40 languages. His expertise in business and leadership has been featured in The Wall Street Journal, USA Today, and Success Magazine and on MSNBC, CNBC, CNN, and ABC's 20/20. And, interesting fact – he also spent 15 years as a television news anchor! Click here for this episode's website page with the links mentioned during the interview... https://www.salesartillery.com/marketing-book-podcast/bezos-blueprint-carmine-gallo

11 Marras 20221h 13min

Prove It: Exactly How Modern Marketers Earn Trust by Melanie Deziel with Phil M. Jones About the Book: Your brand is on trial―here's how to win your case. You know your company is amazing. You say your company is amazing. But why should your customers believe you? In a crowded consumer courtroom full of shady advertisers all claiming to be the best, the fastest, the most caring, your brand is literally on trial―and that means you better deliver the proof. In Prove It, StoryFuel founder Melanie Deziel and master of influence Phil M. Jones show you how to leverage every content marketing tool in the box to blast through doubt and win the case with your customers. Using real-world examples from trusted brands across dozens of industries, they'll walk you step-by-step through the process of identifying and categorizing your business promises―even the ones you don't realize you're making―gathering the right evidence, and backing up each style of claim. You'll learn how to apply strategies like corroboration, demonstration, and education to a marketing context to show―not tell!―the convenience of your offerings, your comparability with the competition, your connection to your community, your competence in your industry, and your commitment to your values. And you'll discover the right format and platform to deliver each type of evidence to make sure your "jury of consumers" connects with your case. It's time to stand out from all the brands that shout "trust us, we're great!" at a skeptical audience. Your customers are waiting for you to prove it. About the Author: Melanie Deziel is a keynote speaker, award-winning content creator, and lifelong storyteller on a mission to share the power of compelling and credible content with others. She is the author of the bestselling marketing and business communications book The Content Fuel Framework: How to Generate Unlimited Story Ideas (featured on episode 279 of The Marketing Book Podcast), and co-founder of The Convoy, a B2B marketplace that pools the buying power of independently owned businesses to help negotiate discounts on expenses. From page 7 of Prove It... I served as the first-ever editor of branded content at the New York Times, where I coached our advertisers on how to create compelling content that our audience would value. As a consultant, I've helped Fortune 100 companies implement content strategies that focus more on the audience's needs and interests than on their lifetime value as a customer. And I've been lucky enough to stand on stages around the world, delivering keynotes and workshops on this very topic to audiences filled with sales professionals, small business owners, and marketers from every industry, background, and walk of life. And, interesting facts: she can communicate with American sign language, and she was a state-level javelin thrower! Click here for this episode's website page with the links mentioned during the interview... https://www.salesartillery.com/marketing-book-podcast/prove-it-melanie-deziel

4 Marras 20221h 8min

The JOLT Effect: How High Performers Overcome Customer Indecision by Matthew Dixon and Ted McKenna About the Book: From the bestselling co-author of The Challenger Sale, a paradigm-shattering approach to overcoming customer indecision and closing more sales In sales, the worst thing you can hear from a customer isn't "no." It's "I need to think about it." When this happens, deeply entrenched business advice says to double down on your efforts to sell a buyer on all the ways they might win by choosing you and your business. But this approach backfires dramatically. Why? Because it completely gets wrong the primary driver behind purchasing decision-making: once purchase intent is established, customers no longer care about succeeding. What they really care about is not failing. For years, sales expert Matthew Dixon has been busting longstanding business myths. Now in The JOLT Effect, he and co-author Ted McKenna turn their trademark analysis and the latest research to the vital and growing problem of customer indecision—and offer a shocking new approach that turns conventional wisdom on its head. Drawing on a brand-new, first-of-its-kind study of more than two and a half million sales conversations from across industries, they reveal the surprising truth that high-performing sales reps grasp and their average-performing peers don't: only by addressing the customer's fear of failure can you get indecisive buyers to go from verbally committing to actually pulling the trigger. Packed with robust data, counterintuitive insights, and practical guidance, The JOLT Effect is the playbook for any salesperson or sales leader who wants to close the gap between customer intent and action—and close more sales. About the Author: Matt Dixon is one of the world's leading experts on sales, customer service, and customer experience. He is a Founding Partner of DCM Insights, The Customer Understanding Lab. Prior to co-founding DCM Insights, he served as the Chief Product & Research Officer of Tethr, an AI venture in Austin, TX, that helps companies mine customer voice data for insights. And before that, he spent time as a Senior Partner and the Global Head of Sales Force Effectiveness Solutions at Korn Ferry Hay Group and as Group Leader of the sales, service, and customer experience practices of CEB, now Gartner. Matt is a sought-after speaker and advisor to corporate leadership teams around the world on topics ranging from sales effectiveness to customer service and customer experience and is also a noted business writer. His first book, The Challenger Sale: Taking Control of the Customer Conversation, was a Wall Street Journal best seller, selling more than a million copies worldwide. He is also the co-author of the customer experience bestseller The Effortless Experience: Conquering the New Battleground for Customer Loyalty and the follow-on book to The Challenger Sale titled The Challenger Customer: Selling to the Hidden Influencer Who Can Multiply Your Results. Matt is also a frequent contributor to Harvard Business Review with more than 20 articles to date, including many that have appeared in HBR's "Top Ten Must Reads." And, interesting fact - he's a huge New York Mets fan! Click here for this episode's website page with the links mentioned during the interview... https://www.salesartillery.com/marketing-book-podcast/jolt-effect-matt-dixon

28 Loka 20221h 16min

The Secret Lives of Customers: A Detective Story About Solving the Mystery of Customer Behavior by David Scott Duncan About the Book: A "detective story" that delivers key insights for any businessperson asking the questions: who really are our customers, why do we lose them, how do we regain them? Customers can be a mystery. Despite the availability of more data than ever before, everyone, from the CEO to salespeople in the field, struggles to understand who their customers really are, what they want, why they lose them, and how to regain them. To crack the case, start thinking like a market detective. David Scott Duncan shows how in his entertaining story of Tazza, a fictional chain of cafes with declining sales and leaders urgently seeking to understand why. The vivid characters of Tazza's market detective force come to their aha moment when they finally understand why their most loyal customers walked out the door—and how they can get them back. The core of the Tazza story is a simple, powerful idea that upends how most businesses view their customers. Customers have "jobs to be done." They "hire" companies to solve a problem or fulfill a need and "fire" them when unhappy. Duncan's fresh way of thinking about how to understand your customers' secret lives provides an innovative path for solving whatever market mysteries you face. About the Author: David Scott Duncan is a managing director at the strategy and innovation consultancy Innosight, where he works with leaders to create customer-centric teams, strategies, and organizations. He is a leading authority on the theory and application of "jobs to be done," with extensive experience conducting market investigations around the world. David is the co-author of two previous books, including the Wall Street Journal bestseller Competing Against Luck: The Story of Innovation and Customer Choice, written with the late Harvard Business School professor Clayton Christensen. Prior to joining Innosight, he worked as a consultant at McKinsey & Company, earned a Ph.D. in physics from Harvard University, and an undergraduate degree in philosophy from Duke University. Click here for this episode's website page with the links mentioned during the interview... https://www.salesartillery.com/marketing-book-podcast/secret-lives-customers-david-duncan

21 Loka 20221h 10min

ADSCAM: How Online Advertising Gave Birth to One of History's Greatest Frauds and Became a Threat to Democracy by Bob Hoffman About the Book: In 2017, Bob Hoffman wrote BadMen: How Advertising Went from a Minor Annoyance to a Major Menace. It was selected as Best Of Marketing, 2017 by The Drum. Five years later Bob revisits advertising's tracking-based online advertising industry and finds it far more corrupt and dangerous than ever. In ADSCAM: How Online Advertising Gave Birth to One of History's Greatest Frauds and Became a Threat to Democracy, Bob concludes that the tracking-based online advertising industry is "a criminal racket of epic proportions. It is a giant worldwide scam – organized crime at a global scale that has been normalized by involving virtually every major corporation, every pretty-sounding trade organization, and the entire advertising, marketing, and digital media industry." About the Author: Bob Hoffman is the author of five Amazon #1-selling books about advertising. He is also one of the most sought-after international speakers on advertising and marketing. His books include BadMen: How Advertising Went From A Minor Annoyance To A Major Menace, Marketers Are From Mars, Consumers Are From New Jersey, Advertising for Skeptics, and Laughing at Advertising, all of which have been featured on The Marketing Book Podcast. He is the creator of the popular Ad Contrarian blog, named one of the world's most influential marketing and advertising blogs by Business Insider. Bob was the CEO of two independent agencies and the U.S. operation of an international agency. Bob's commentary has appeared in the BBC World Service, The Wall Street Journal, The New York Times, MSNBC, The Financial Times, The Australian, New Zealand Public Broadcasting, Fox News, Sky News, Forbes, Canadian Public Broadcasting, and many other news outlets throughout the world. And, interesting fact – In his youth, he responded to an employment ad and was hired to be a writer of adult fiction. He lasted one day at that job. Click here for this episode's website page with the links mentioned during the interview... https://www.salesartillery.com/marketing-book-podcast/adscam-bob-hoffman

14 Loka 20221h 22min

Friction: Adding Value By Making People Work for It by Soon Yu and Dave Birss About the Book: Friction isn't something to be avoided. Successful businesses not only understand the difference between good and bad friction but also know how to EMBRACE A DOSE of good friction to create greater value. You'll learn how to leverage good friction to generate adrenaline, dopamine, oxytocin, serotonin, and endorphins to drive increased engagement, meaning, belonging, rapport, assurance, competence, and exclusivity. About the Author: Soon Yu is an international speaker and bestselling author on innovation and design and branding who has been featured in The New York Times, The Wall Street Journal, The Washington Post, and Entrepreneur. His previous book, Iconic Advantage (featured on episode 161 of The Marketing Book Podcast) won a gold medal award from Axiom Business. Soon most recently served as Global VP of Innovation at VF Corporation, parent organization to over 30 global apparel companies, including The North Face, Vans, Timberland, Nautica, and Wrangler. Prior to that, he worked for Bain and Company, The Clorox Company, and Chiquita Brands, and he was also the founder and CEO of numerous venture-backed startups. He frequently guest lectures at Stanford University, where he received his MBA, and was a former adjunct professor at Parsons School of Design. And, interesting fact – he was once the lead singer in an Asian funk band! Click here for this episode's website page with the links mentioned during the interview... https://www.salesartillery.com/marketing-book-podcast/friction-soon-yu

7 Loka 20221h 26min

The Sales MBA: How to Influence Corporate Buyers by Douglas Cole About the Book: Contrary to many predictions, there is a growing demand for highly skilled sales jobs in the modern economy. Whether you're a salesperson or a knowledge worker, knowing how to influence corporate buyers has become a critical skill. But most sales books tend to be narrow and prescriptive. They focus only on tactics and tools rather than principles and mindset that can redefine your approach. This is a different kind of sales book. In plain and direct language, the author shows what it means to become a Strategist, a Change Agent, and a Decision Architect. Referencing the most important research and a wide assortment of field experiences, The Sales MBA explains how companies compete, how organizations evolve, and how people decide. Whether you sell to companies or lead others who do, this book will strengthen your credibility as a trusted advisor. About the Author: Douglas Cole is a sales leader at LinkedIn and adviser with startup accelerators in Canada and the United States, and a part-time university lecturer at the Rotman School of Management and the Schulich Executive Education Center in Toronto. Over more than 20 years in consulting and sales, he has sold tens of millions of dollars and software-as-a-service and advisory work. He holds an MBA from the Wharton School, a Master's degree in International Studies from the Lauder Institute at the University of Pennsylvania, a Master's degree in English Literature, and a Bachelor's degree in Political Science and English Literature, all from the University of Toronto. And, interesting fact – He is a big fan of the Hello Kitty brand! Click here for this episode's website page with the links mentioned during the interview... https://www.salesartillery.com/marketing-book-podcast/sales-mba-douglas-cole

30 Syys 20221h 8min