Stand-out Marketing: How to Differentiate Your Organization in a Sea of Sameness

"How do we get customers to choose us over our competitors?"In a crowded market it's imperative to demonstrate that you understand what your customers value and can communicate how you can solve their problem better than the competition. 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.

Business & Money

Danheiser, Stacey

Johnston, Dr Paul

Kelly, Dr Simon

Management & Leadership

Kogan Page.

Review\n"The fact that organizations all seem to offer the same things that don't appear to help customers, often means customers are paralyzed as the choice becomes too difficult. If you want to find out how to help your organization develop the competency to swim away from this 'sea of sameness' and differentiate yourself, you must read this book!" ― Colin Shaw, CEO and Founder, Beyond Philosophy\n"For organizations to stand out they need people to stand out. This book offers invaluable advice, based on credible research, about how your marketing and sales professionals excel now and into the future." ― Clare Kemsley, Managing Director, Hays Marketing, UK and Ireland\n"It's increasingly hard for businesses to differentiate themselves in today's hyper-crowded marketplace. Far too many companies are pumping out the same bland messages that fail to resonate with customers. This excellent book equips sales and marketing professionals with the capabilities to stand out in this 'sea of sameness'." ― Nick de Cent, Editor-in-chief, The International Journal of Sales Transformation\n"Great to find a book that recognizes that to give customers something meaningfully different, you need the people competencies and the leadership to be able stand out from the crowd. A must-read for sales and marketing leaders who want to develop the talent to set their organization apart." ― Andrew Crouch, CEO, UniTek Global Services\n"Based on highly credible, thorough research, this pragmatic book deals with an age-old problem of how to give customers something of stand-out value that they are prepared to pay for. I commend it to you." ― Professor Malcolm McDonald, Emeritus Professor, Cranfield University School of Management\n"Top-performing companies that get ahead of the competition have great alignment between sales and marketing rooted in customer thinking. I commend this book as it provides great clarity for both marketing and sales leaders about the competencies required to develop and deliver outstanding customer value." ― Andy McFarlane, Value Creation Executive, Telstra\n"Makes you look in the mirror and identify some potentially uncomfortable truths, while providing some fantastic insights on sharpening your clarity and cut through to target customers. A book I would highly recommend and will often come back to." ― Tom Craig, CEO, Craig Roxburgh Consulting\n"How do we get customers to choose us over our competitors?"In a crowded market it's imperative to demonstrate that you understand what your customers value and can communicate how you can solve their problem better than the competition.\nStand-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.\nOn 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.

This book offers both marketing and sales professionals a rare combined insight into both worlds to continuously capture customer intelligence and create value, by blending detailed research with academic rigor and commercial experience of the authors in both Europe and North America. 
It has never been easier to produce great marketing content and sales collateral. And yet, 90% of the content that marketing produces is NEVER used by sales. Why not? Because it’s not relevant to the audience or the prospect doesn’t even know the content exists. Furthermore 58% of deals end up in “no decision” because Sales has not presented value effectively. Companies are creating lots of noise but failing to resonate with the customers. So what? The danger, aside from marketing wasting tens of millions of dollars on ineffective content and tools, is that customers will disengage. 94% of prospects say they have completely disengaged with vendors because of irrelevant content. In order to grow fast, the authors argue, Sales and Marketing teams need to slow down. They need to work together to truly understand their customers’ needs, wants, motivations and pain points so that they can offer customized “value”. The book sets out how to establish a formal program to continuously capture customer intelligence and insights – the shiny gems of understanding that help prospects to connect the dots – so that value can be consistently articulated in marketing and sales conversations. By integrating the best ideas and practice from commercial experience and academic research the authors show how to create value across the entire marketing and sales value chain – not only get a new customer, but to continue to create value for future purchases by creating “post-sales” value.

Value-ology: Aligning sales and marketing to shape and deliver profitable customer value propositions

Kelly, Simon

JOHNSTON, Paul

Economics

PALGRAVE~MACMILLAN

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