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Hood C: Unmapping Customer Journeys

Unmapping Customer Journeys

A Framework for Adaptive CX

Do you have ambitious B2B sales goals, but your strategy isn't delivering? Are you hustling every day, but your sales pipeline isn't translating into closed deals?

B2B Sales and Marketing Mastery is the essential guide to developing a strategy that drives consistent, reliable sales results. Packed with practical, actionable steps and complemented by online videos, this book will help you to:

¿ Understand the landscape in which your business operates and develop a roadmap to success

¿ Create your own sales and marketing playbook and align your culture, strategy, and processes

¿ Build a strong team that truly connects with customers

¿ Leverage powerful tools and techniques to optimize your pipeline and achieve high conversion rates

¿ Create a seamless sales process that guides prospects effortlessly from lead to close

Craft Your Strategy, Ignite Your Team and Turn Leads Into Loyal Customers

B2B Sales and Marketing Mastery

Deliver measurable business impact by transforming customer advocacy into a strategic driver of growth, retention, and executive influence. Customer Advocacy That Counts is the definitive guide for customer advocacy, customer marketing, and customer experience leaders who need to prove value, secure stakeholder buy-in, and connect advocacy initiatives to business performance. Written by Alison Bukowski, this practical and evidence-based playbook addresses one of the biggest challenges facing advocacy professionals today: demonstrating strategic impact in environments where influence often matters more than authority. Whether you're building a new advocacy function or scaling an established program, this book provides the frameworks, metrics, and communication tools needed to earn credibility and drive measurable outcomes. Drawing on the Be AWARE Metrics framework, diagnostic assessments, stakeholder management tools, and executive communication templates, Alison Bukowski provides a structured approach to aligning advocacy with organizational priorities. Featuring insights and real-world examples from leaders at Google, Microsoft, Siemens, Adobe, Freshworks, Forrester, and Optum/UnitedHealth Group, the book shows how high-performing advocacy teams translate customer engagement into outcomes that executives understand and support. You'll learn how to:- Measure advocacy impact using meaningful business metrics - Build executive influence without direct authority - Align advocacy programs with revenue and retention goals - Communicate value using leadership-focused business language - Scale customer advocacy with confidence and credibility Whether your goal is increasing customer retention, strengthening stakeholder relationships, or elevating advocacy as a strategic business function, Customer Advocacy That Counts equips you with the tools, frameworks, and leadership mindset needed to turn customer advocacy into a measurable source of growth and competitive advantage. Themes include: customer advocacy, customer marketing, customer experience, stakeholder management, customer retention, executive influence, business impact measurement, advocacy strategy, revenue growth, customer-led growth

How to Build Influence and Drive Customer Experience Results

Customer Advocacy That Counts

“If you don’t plan for the future you want, you get the one that shows up.”Rita Clifton, Deputy Chair, The John Lewis PartnershipNo one can accurately predict the future. But we can all prepare for it.What lies ahead will be fast-moving, uncertain and filled with challenges – but also rich with opportunity for those bold enough to adapt and evolve. Rapid technological disruption, demographic 'timebombs', geopolitical shifts, fast-changing customer and employee expectations, and the continuing climate crisis will cause headwinds, tailwinds or whirlwinds for businesses depending on their attitude and readiness to change.For over 30 years, the authors have worked with businesses around the world helping brands grow through better customer and employee experiences, stronger cultures, and sharper strategy. Along the way, they’ve gained a front-row seat to how leaders are thinking about the future.These insights, plus the ambitions and warnings from 30 interviews with international leaders from industries including technology, retail, automotive, healthcare, finance, sport, energy, and education, combine to create a powerful view of the opportunities and challenges ahead.This is not a book of predictions. It’s a book about preparation, perspective, and purposeful action – for those determined to build the future, not simply react to it.

How business and brands prepare for what comes next

Futureshift

30-Minuten-Reihe

Storytelling als Wettbewerbsvorteil
 Warum Geschichten erzählen deutlich mehr Umsatz bringt
 In den letzten fünf Jahren hat sich Verkaufen stärker verändert als in den letzten 50 Jahren zuvor. Unternehmen stehen vor der Herausforderung, ihre Kundenansprache an die veränderten Bedingungen anpassen und oft sogar völlig neu denken zu müssen. Hybrides Verkaufen ist bei verkaufsgetriebenen Unternehmen unabdingbar: Die Akquise muss online und offline aufeinander abgestimmt sein, um erstklassige Ergebnisse zu erreichen.Als besonders erfolgreiches Verkaufsvehikel haben sich Geschichten mit einem strukturierten Storytelling herauskristallisiert. Vom Verkauf über den Service und das Backoffice bis hin zur Führungsetage und den InhaberInnen, GeschäftsführerInnen und CEOs - alle brauchen Storys. Nicht nur, um Kunden und Kundinnen zu begeistern, sondern auch, um selbst einen klaren Fokus zu haben und sich selbst zu motivieren.Die Gleichung ist einfach: Mehr Storytelling bedeutet mehr Geschäft. Jens Sauter zeigt in seinem Buch anhand erfolgreicher Beispiele, wie gut entwickelte Unternehmen durch Storytelling ihren Umsatz steigern - und wie die LeserInnen das auf spielerische Weise für sich selbst umsetzen kann.

30 Minuten Storytelling im Verkauf

PRAISE FOR MARKETING 7.0 "Legendary for his insight and foresight, Philip Kotler, with his long-time co-authors Hermawan Kartajaya and Iwan Setiawan, take the next step in their leading-edge marketing series. Building on advances in social media, AI and immersive technology from their previous three editions, Marketing 7.0 creatively applies cognitive science concepts and theories to show how marketers can navigate gateways to the human mind to design more personal, relevant and influential marketing." -KEVIN LANE KELLER, E.B. Osborn Professor of Marketing, Tuck School of Business, Dartmouth College "Marketing 7.0 by Philip Kotler is a visionary guide that captures the next evolution of marketing in the age of AI, sustainability, and humanity. This book is an essential read for anyone who wants to understand where marketing is headed and how to stay ahead of the curve." -HERMANN SIMON, Founder and Honorary Chairman, Simon-Kucher "Marketing 7.0 unites technology and human insight, illustrating how marketing has evolved from products and data to the exploration of the depths of the human mind. By integrating AI, immersive technology, and cognitive science, Philip Kotler redefines marketing as a discipline that goes beyond understanding customers and connects with their thoughts, emotions, and experiences." -ALEXANDER CHERNEV, Professor of Marketing, Kellogg School of Management, Northwestern University

A Guide for Thinking Marketers in the Age of AI

Marketing 7.0

The ultimate sales leader playbookSales is the lifeblood of every organisation, and more than ever we need strong, capable, humble, authentic and inclusive commercial leaders who know how to get the best out of their sales teams.You were at the top of your game as a sales person. But now you're a sales leader, and getting results through a high-performing sales team is a different game. There are so many different hats you need to wear: Chief Strategy Officer, Chief Team Motivator, Chief Value Storyteller...Discover a simple, powerful framework to help you make that transition, mastering each critical area of sales leadership step by step. Easy to read and packed with real-life examples, tips and coaching questions you can use today, together with downloadable tools and templates, this is the essential guide to success in what can be one of the toughest, loneliest jobs in business.Amanda Downs is Director of Commercial Leadership at The Uspire Group and Founding Director of her private coaching practice, Sales Growth Expert. A sales leadership capability expert, she brings decades of hands-on management, training and coaching wisdom to her sales leader clients globally.

How to lead your new sales team to thrive and grow

Step Up To Sales Leader

Das Gebrauchtwagenmanagement bildet eine entscheidende Säule des Automobilhandels, wird aber oft nicht in seinem vollen Potenzial erkannt oder als weniger attraktiv wahrgenommen. Dieses Buch ändert das! Es bietet fundierte Einblicke, praxisnahe Tipps und tiefgehendes Fachwissen für jeden, der sich mit dem Handel von Gebrauchtwagen auseinandersetzt.
Das Buch hilft Gebrauchtwagenhändlern dabei, Ihre Prozesse zu optimieren, Risiken zu minimieren und den Verkaufserfolg zu steigern. Von der Kapital- und Personalplanung über den idealen Bestand bis hin zum effizienten Standzeitmanagement deckt das Buch alle Facetten des Gebrauchtwagenhandels ab. Darüber hinaus zeigt es praxisnahe Lösungen auf, wie Gebrauchtwagenhändler mit den dynamischen Entwicklungen in der Automobilbranche Schritt halten und den aktuellen Herausforderungen mit einer klaren Strategie begegnen können. Dabei werden sowohl technologische Fortschritte, etwa im Hinblick auf die Digitalisierung der Verkaufsprozesse, als auch regulatorische Anpassungen betrachtet.

Aus dem Inhalt:
Planung nach Hereinnahmequote
Kapitalbedarfsplanung des Gebrauchtwagenbestandes
Personalbedarfsplanung
Platzbedarfsplanung
Die ideale Bestandsstruktur
Zukauf
Der Gebrauchtwagen
Bewertungsprozess
Standzeit 0 (Standzeit 1 vorbereiten)
Standzeit 1
Preisstrategie
Standzeit 2
Die interessentengerechte
Gebrauchtwagenpräsentation
Standzeitmanagements im
Gebrauchtwagenhandel
Standzeit 3
Auslieferung

Strategien für nachhaltigen Erfolg im Gebrauchtwagenhandel

Gebrauchtwagenmanagement

Buyers are in charge. The path to success is a marketing approach that starts with them.

B2B marketing budgets ballooned over the last decade from 5 percent to 9.5 percent of revenue. But marketing performance stalled: Lead conversion rates were flat, customer acquisition costs spiked, and the time to breakeven doubled.

Why this disconnect? Simply put, because even as the B2B buyer journey fundamentally shifted toward the expectation for self-service and hyper-personalization, marketing teams doubled down on high-volume lead strategies.

In Journey-First Marketing, revenue leader Brent Keltner shows B2B marketing teams a better way. He offers a blueprint for audience personalization at scale, focused on identifying and targeting in-market customers with the highest likelihood to buy.

In twelve chapters, Keltner shows you how to
personalize messaging and content for each buyer, based on their key goals, role, and market segment;
take ownership of connecting personalized value across the full buyer journey from marketing to sales to account management and customer success touchpoints; and
offer buyers guided experiences focused on self-education and self-qualification to optimize matching around problem awareness and problem-solution identification.



Throughout the book, Keltner draws on specific company case studies to offer detailed templates with actionable strategies and tactics. You will find guidance on value props that create buying committee alignment, message versioning to engage different target customer segments, content streams to personalize the brand experience, buyer intent to connect inbound and outbound demand generation, and much more.

The outcome of adopting the Journey-First Marketing approach is a marketing strategy that better serves your buyers, your business, and your marketing team.

Your Playbook to Identify, Engage, and Convert More Ideal Customers

Journey-First Marketing

nuggets

Zukunft des industriellen Dienstleistungsmanagements

How the Apple Store changed shopping forever - one customer at a time.In Shop Different: How retail revealed Apple's genius, visionary retailer Ron Johnson reveals the untold story of how he and Steve Jobs created the Apple store. From the first store's opening to a global empire of over 500 locations, Johnson shares a behind-the-scenes look at iconic moments, including the opening of their first UK store on Regent Street and the restoration of the ancient Covent Garden store.Part business memoir, part insider account, the book uncovers Johnson's philosophy - 'Good Things Happen When People Come to the Store,' 'You Can't Automate Service' - and offers timeless lessons on leadership, innovation and customer experience. Filled with personal stories, hard-won wisdom and reflections on working with Steve Jobs, this is an inspiring read offering insights that readers can apply in their own work and lives.Co-written with Zander Nethercutt, this is the definitive account of how Apple's 'houses of worship' became a retail phenomenon that forever changed how we shop.

How Retail Revealed Apple’s Genius

Shop Different

Routledge Studies in Central and Eastern European Business and Economics

How does Generation Z in Central and Eastern Europe engage with brands, make purchasing decisions, and develop long-term brand loyalty? The monograph discusses the unique consumer behaviors of this influential cohort, by analyzing the key determinants that shape their brand relationships. With Gen Z redefining market dynamics, it provides essential insights for academics and industry professionals seeking to understand and navigate this evolving landscape.Grounded in the Central and Eastern European (CEE) context, the book offers insights into regional market dynamics and consumer behaviors. Through theoretical analysis and empirical research, it explores the evolution of brand loyalty, tracing its shift from traditional approaches to the complexities of the digital age. Through an interdisciplinary approach, it bridges insights from marketing, consumer behavior, and digital advancements, offering comparative perspectives on brand strategies. Empirical research conducted in the CEE region further elucidates the specific patterns of brand loyalty among Gen Z consumers, supported by interviews from brand professionals that deepen the analysis of successful brand strategies.The book equips academics, marketing practitioners, and brand strategists with insights and actionable recommendations for fostering long-term consumer engagement in an increasingly competitive and digitalized marketplace. It will be of particular interest to scholars and researchers in marketing, consumer behavior, and brand management.

Generation Z in Central and Eastern Europe

Brand Loyalty and Consumer Behavior

Unmapping Customer Journeys

Weitere Titel zum Thema