Читать книгу The B2B Executive Playbook - Sean Geehan - Страница 17

So, we’ve studied the B2B game and now know why and how well-developed relationships with executive customers drive SPPG. What’s next? We need a proven strategy and an approach for tapping into this powerful source of insight and growth—a playbook for B2B executives.

The B2B Executive Playbook has been developed with more than 20 years experience assisting B2B companies as they adopt, implement, and manage executive customer programs. We’ve seen it work time and again for the companies featured in these pages, including Oracle, HCL, Intesource, Springer Science+Business Media, Intel, Autodesk, Harris Broadcast, Crown Partners, and Wells Fargo, as well as many others. This playbook is composed of a four-step process for developing executive customer relationships in a way that ensures a company can capture all six benefits.

The four steps are not a typical process that must be executed in its entirety to produce some kind of output. Instead, they are a programmatic approach that has both an incremental and a cumulative effect on corporate performance. As B2B companies successfully implement the first step in the process, their revenue begins to grow and their profitability increases. With each new step, these metrics improve—profitable growth becomes sustainable and predictable (see Exhibit 3-3).

Exhibit 3-3: The Cumulative Effect of The B2B Executive Playbook