Escaping the Black Hole: Minimizing the Damage from the Marketing-Sales Disconnect
PART I. DISCOVERING THE EVENT HORIZON 1. The Schwarzschild Radius 2. The Increasing Market Complexity 3. The Changing Market Dynamics 4. The Changing Communications Model 5. Understanding the Disconnect 6. Strategic Mistakes 7. Missed Opportunities PART II. CLOSING THE GAP 8. Alignment as a Core Strategy 9. Conceptualizing the Ecosystem 10. Discovering the Holy Grail 11. Enabling the Ecosystem PART III. IMPLEMENTING THE BUYER-CENTRIC REVENUE MODEL 12. Understanding the Model 13. Integrated Pipeline Management PART IV. IMPLEMENTING THE VALUE-CENTRIC COMMUNICATIONS MODEL 14. Understanding the Model 15. Adopting the VCCM 16. Building a Value Map 17. Optimizing the Sanctioned Content CONCLUSION. THE OPPORTUNITY FOR MARKETING