Book Review – “Escaping the Black Hole”
January 5, 2009 by admin
Filed under Book Reviews
Escaping the Black Hole: Minimizing the Damage from the Marketing-Sales Disconnect Robert Schmonsees, Thompson Publishing, 2005 How much of your marketing and selling budget is wasted? In “Escaping the Black Hole -Minimizing the Damage from the Marketing and Selling Disconnect” (Thompson Publishing, 2005), author Bob Schmonsees demonstrates that in many companies that waste is as much as 25% as a result of misaligned assets, processes, and activities. Schmonsees begins with an examination of the symptoms and costs of dysfunctional sales and marketing relationships, and traces them directly to the heart of the problem: misalignment of the key processes and assets that drive the day-to-day activities of marketing and sales professionals. He also provides the reader with two axioms that will help companies institutionalize the principles of solutions centric-selling and turn the way they go to market into a sustainable competitive advantage.
- Marketing and sales must institutionalize a greater understanding of the customer’s business problems and the implications of those problems on the constituencies and stakeholders they sell to.
