Contents -- Introduction -- What is this book about? -- Who is this book for? -- How does this book work? -- Part one Sales and Customer Strategy -- Sales and customer strategy in B2B markets -- The importance of sales and customer strategy -- The Business Performance Value Chain -- The role of management -- Business performance -- Creating strategy -- Managing strategy -- Workshop tested -- Self-assessment questionnaire -- The sales and customer strategy self-assessment -- The self-assessment -- Part two Creating Strategy -- 02 Strategic direction -- The external environment -- SWOT analysis -- Vision -- Overall goals -- Core competencies -- Market definition -- Competitive positioning -- Strategic direction and business strategy -- Implications for management -- Workshops and case studies -- 03 Customer strategy -- Customer strategy and marketing theory -- Customer importance -- Customer understanding -- The Customer Relationship Matrix -- Customer importance mapping -- The customer journey -- Sources of customer information -- Customer profiling -- Previewing sales process -- Workshops and case studies -- 04 The value proposition -- Products and services -- The total proposition -- New product development -- Differentiation -- The Differentiator Matrix -- Creating customer value -- Aspects of value -- Value mapping -- Creating value propositions -- The Value Balance Sheet -- The value proposition creator -- Workshops and case studies -- 05 The sales process -- The sales process -- Stages in the sales process -- Developing the sales process -- Activity management and account management -- Business buyer behaviour -- Choice of development account -- Development account entry strategy -- Time and territory management -- Automating the sales process -- Workshops and case studies -- Part Three Managing Strategy -- 06 Business purpose.

Strategy and business purpose -- Culture -- Beliefs and values -- Communicating business purpose -- Primary mechanisms of culture -- Secondary mechanisms of culture -- Leadership -- Workshops and case studies -- 07 People and performance -- Structure -- The Organizational Blueprint -- Controlling performance: The sales performance framework -- Key performance measures - the ends -- Intermediate performance measures - progress -- Competence - the means -- Knowledge, skills and behaviour -- Standards of performance -- Example competency profile: Account manager -- Workshops and case studies -- Appendix 1 -- Appendix 2 -- 08 Development and motivation -- The personal development plan -- Training needs analysis -- Creating a philosophy of development -- Training v coaching -- Developing competencies -- Developing knowledge, skills and behaviours -- Coaching -- Team development -- Team life cycles -- Note on recruitment -- A motivation exercise -- Some traditional theories of motivation -- The motivational framework -- Some common sales motivation issues -- Workshops and case studies -- Part Four Implementing Strategy -- 09 Implementing strategy -- Priorities for action -- Strategic v operational change -- Leading operational change -- Leading strategic change: Lessons from consultancy -- 10 The Art of War: A translation into sales and customer strategy -- Glossary -- Index.