Foreword Foreword by Jill Konrath
Part I Relevance Is a Corporate Initiative
Rule 1 Rules Are Meant to Be Broken
Rule 2 Relevance Is Multidimensional
Rule 3 Your Organizational Structure Is Irrelevant
Rule 4 Deposit Your Quarters in Sync
Rule 5 Build Your Portfolio of Corporate Skills
Rule 6 Quantum Theory Applies to Business Too
Part II Pursue Markets Where You Matter
Rule 7 Size Matters, and So Does Ability
Rule 8 Markets Are Audiences and Needs
Rule 9 Slice and Dice Your Market
Rule 10 Know How Well They Know You
Rule 11 Customers Are People, Not Segments
Rule 12 Commit to Long Stays Abroad
Part III Cultivate Customer Collaboration
Rule 14 Relationships Happen Between Contract Renewals
Rule 15 Hand the Pen to the Customer
Rule 16 Stop Marketing, Start Collaborating
Rule 17 Turn Your Pitch into a Conversation
Rule 18 Ask Customers to Say “I Wish”
Rule 19 Relevant References Are Farmed, Not Hunted
Part IV Context Defines Relevance and Value
Rule 20 Think Bottled Water, in a Desert
Rule 22 The Pudding Is in the Proof
Rule 23 Build Logical Value Stories
Rule 25 Separate Education and Sales
Rule 26 Use Services Strategically
Part V Succeeding with Solutions
Rule 27 Solution Selling May Suffice
Rule 28 Mousetraps Don’t Eliminate Rodent Infestations
Rule 29 The Orchestra Has Many Instruments
Rule 30 You Don’t Have to Be the Conductor
Rule 31 Ecosystems Power Solutions
Rule 32 Get Ready, Set, Juggle!
Part VI Live in Your Customer’s Universe
Rule 33 If You’re Horizontal, Stand Up
Rule 34 Select Target Verticals with Care
Rule 35 Industry Specialization Can Start Small
Rule 36 Define Your Specialization Road Map
Part VII Nurture Your Channels
Rule 37 Eliminate the Sales-Marketing Divide
Rule 38 Educate Your Channels on What Matters
Rule 39 Features Don’t Sell Products, Reps Do
Rule 40 Put Training Wheels on Your Sales Initiatives
Rule 41 Partners Are (Sales) People Too