Sales & Marketing Management - November/December 2007 - (Page 21) ISBM Executive Director Ralph Oliva turns B2B sales and marketing research into bottom-line riches cover story the BRAINS behind the BRAWN BY MIKE McCUE As legendary General Electric CEO Jack Welch once said, “We know where most of the creativity, the innovation and the stuff that drives productivity lies—in the minds of those closest to the work.” The problem is that those “closest to the work” aren’t always classically trained salespeople and marketers; they often have backgrounds in fields such as engineering, IT, manufacturing and science. Yet their knowledge and understanding of their companies’ products and services is so great that they often find themselves thrust into critical sales and marketing leadership positions that they really haven’t been prepared for. That is especially true on the business-to-business side, where a strong understanding of a specific industry usually trumps experience in sales and marketing. A lot of those people end up scratching their heads, wondering how their advanced degree in electrical engineering landed them a leadership role in the marketing department. Fortunately for What You Can Learn From Ralph > The critical differences between marketing and selling to businesses rather than consumers > Why cost-based pricing is a deadly trap > What makes dumb competitors so dangerous > Ways to convert creativity and innovation into sales revenue fonda photographic
Table of Contents Feed for the Digital Edition of Sales & Marketing Management - November/December 2007 Sales & Marketing Management - November/December 2007 Contents Editor’s Letter Management Strategies What “Tell Me More,” Really Means Sales Strategy Marketing Management Motivation/Incentives Training Technology The Brains Behind the Brawn Are You a Bad Manager? Pipeline = Lifeline Feeling the Squeeze; The Foray Mobile Workmate; Seeking the Sights of Pittsburgh; Testing the Social Media Waters. Gadgets & Gear Books That Improve Strategic Thinking, People Skills and Sales Work/Life Take-Aways Sales & Marketing Management - November/December 2007 Sales & Marketing Management - November/December 2007 - Sales & Marketing Management - November/December 2007 (Page Cover1) Sales & Marketing Management - November/December 2007 - Sales & Marketing Management - November/December 2007 (Page Cover2) Sales & Marketing Management - November/December 2007 - Contents (Page 1) Sales & Marketing Management - November/December 2007 - Contents (Page 2) Sales & Marketing Management - November/December 2007 - Contents (Page 3) Sales & Marketing Management - November/December 2007 - Editor’s Letter (Page 4) Sales & Marketing Management - November/December 2007 - Editor’s Letter (Page 5) Sales & Marketing Management - November/December 2007 - Management Strategies (Page 6) Sales & Marketing Management - November/December 2007 - Management Strategies (Page 7) Sales & Marketing Management - November/December 2007 - What “Tell Me More,” Really Means (Page 8) Sales & Marketing Management - November/December 2007 - What “Tell Me More,” Really Means (Page 9) Sales & Marketing Management - November/December 2007 - Sales Strategy (Page 10) Sales & Marketing Management - November/December 2007 - Sales Strategy (Page 11) Sales & Marketing Management - November/December 2007 - Marketing (Page 12) Sales & Marketing Management - November/December 2007 - Marketing (Page 13) Sales & Marketing Management - November/December 2007 - Management (Page 14) Sales & Marketing Management - November/December 2007 - Management (Page 15) Sales & Marketing Management - November/December 2007 - Motivation/Incentives (Page 16) Sales & Marketing Management - November/December 2007 - Motivation/Incentives (Page 17) Sales & Marketing Management - November/December 2007 - Training (Page 18) Sales & Marketing Management - November/December 2007 - Technology (Page 19) Sales & Marketing Management - November/December 2007 - Technology (Page 20) Sales & Marketing Management - November/December 2007 - The Brains Behind the Brawn (Page 21) Sales & Marketing Management - November/December 2007 - The Brains Behind the Brawn (Page 22) Sales & Marketing Management - November/December 2007 - The Brains Behind the Brawn (Page 23) Sales & Marketing Management - November/December 2007 - The Brains Behind the Brawn (Page 24) Sales & Marketing Management - November/December 2007 - The Brains Behind the Brawn (Page 25) Sales & Marketing Management - November/December 2007 - Are You a Bad Manager? (Page 26) Sales & Marketing Management - November/December 2007 - Are You a Bad Manager? (Page 27) Sales & Marketing Management - November/December 2007 - Are You a Bad Manager? (Page 28) Sales & Marketing Management - November/December 2007 - Are You a Bad Manager? (Page 29) Sales & Marketing Management - November/December 2007 - Are You a Bad Manager? (Page 30) Sales & Marketing Management - November/December 2007 - Pipeline = Lifeline (Page 31) Sales & Marketing Management - November/December 2007 - Pipeline = Lifeline (Page 32) Sales & Marketing Management - November/December 2007 - Feeling the Squeeze; The Foray Mobile Workmate; Seeking the Sights of Pittsburgh; Testing the Social Media Waters. (Page 33) Sales & Marketing Management - November/December 2007 - Feeling the Squeeze; The Foray Mobile Workmate; Seeking the Sights of Pittsburgh; Testing the Social Media Waters. (Page 34) Sales & Marketing Management - November/December 2007 - Feeling the Squeeze; The Foray Mobile Workmate; Seeking the Sights of Pittsburgh; Testing the Social Media Waters. (Page 35) Sales & Marketing Management - November/December 2007 - Gadgets & Gear (Page 36) Sales & Marketing Management - November/December 2007 - Gadgets & Gear (Page 37) Sales & Marketing Management - November/December 2007 - Books That Improve Strategic Thinking, People Skills and Sales (Page 38) Sales & Marketing Management - November/December 2007 - Books That Improve Strategic Thinking, People Skills and Sales (Page 39) Sales & Marketing Management - November/December 2007 - Books That Improve Strategic Thinking, People Skills and Sales (Page 40) Sales & Marketing Management - November/December 2007 - Books That Improve Strategic Thinking, People Skills and Sales (Page 41) Sales & Marketing Management - November/December 2007 - Books That Improve Strategic Thinking, People Skills and Sales (Page 42) Sales & Marketing Management - November/December 2007 - Work/Life (Page 43) Sales & Marketing Management - November/December 2007 - Take-Aways (Page 44) Sales & Marketing Management - November/December 2007 - Take-Aways (Page Cover3) Sales & Marketing Management - November/December 2007 - Take-Aways (Page Cover4)
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