Samantha Stone - Unleash Possible: A Marketing Playbook That Drives B2B Sales
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Unleash Possible is a how-to guide for high-growth marketing in complex selling environments. Author Samantha Stone, the revenue catalyst, doesnt just tell you what to do, she shows you how to do it, and how to partner with sales to get the right results.
There is no shortage of inspiring advice calling you to transform your marketing efforts. They all preach, correctly, that B2B marketing has changed and buyers are in control.
The problem ismost advice tells you to transform, but does little to address the practical realities of making changes in organizations that have complex relationships with sales.
Unleash Possible changes thatits a how-to manual for B2B marketers to:
become a trusted partner for sales teams to turn to for guidance.
change the way marketing is done to better serve buyers.
drive more revenue, growth and profitability.
Rarely do you find a practical, accessible resource that seamlessly combines sales and marketing into a coherent and motivating call to action as Samantha has written here. Highly recommended read by those new (and old) to B2B sales and marketing (yes both sides of the aisle and funnel!). Matt Heinz, President Heinz Marketing Inc.
Unleash Possible is a shot in the arm for any marketer (or sales person) who is needing guidance and support. The pages are that of a coach who is encouraging their team that the seemingly impossible is indeed achievable. Marketing executives should add this book to their teams reading list as not only does it encourage teams to get up and get going, it provides practical advice and insights that can implemented immediately. Carlos Hidalgo CEO ANNUITAS & Author of Driving Demand
Rarely do you find a practical, accessible resource that seamlessly combines sales and marketing into a coherent and motivating call to action as Samantha has written here. Highly recommended read by those new (and old) to B2B sales and marketing (yes both sides of the aisle and funnel!). Matt Heinz, President Heinz Marketing Inc.
Unleash Possible is a shot in the arm for any marketer (or sales person) who is needing guidance and support. The pages are that of a coach who is encouraging their team that the seemingly impossible is indeed achievable. Marketing executives should add this book to their teams reading list as not only does it encourage teams to get up and get going, it provides practical advice and insights that can implemented immediately. Carlos Hidalgo CEO ANNUITAS & Author of Driving Demand
The most realistic assessment of whats going on in B2B marketing today that Ive seen. I love the practical, actionable slant, and the case studies that are used to illustrate the story. Anne Janzer, Marketer and Author
Unleash Possible is a no-nonsense book with actionable advice that marketers can use to realize their companys potential. Samantha does this leveraging her straight-forward manner, citing her own real-life experiences to illustrate not just what to do, but how to do it. Easy to read and entertaining to boot, Unleash Possible is a must read for any marketer looking to honestly evaluate their marketing plan and hinge it to whats important to their company. Maribeth Ross, CMO Monetate
The authors acute awareness of her own learning brings valuable gifts forward in her book. Accepting these gifts and absorbing her ideas will fast-track your success. Peter Bauer, CEO Mimecast
There is no shortage of inspiring advice calling you to transform your marketing efforts. They all preach, correctly, that B2B marketing has changed and buyers are in control.
The problem ismost advice tells you to transform, but does little to address the practical realities of making changes in organizations that have complex relationships with sales.
Unleash Possible changes thatits a how-to manual for B2B marketers to:
become a trusted partner for sales teams to turn to for guidance.
change the way marketing is done to better serve buyers.
drive more revenue, growth and profitability.
Rarely do you find a practical, accessible resource that seamlessly combines sales and marketing into a coherent and motivating call to action as Samantha has written here. Highly recommended read by those new (and old) to B2B sales and marketing (yes both sides of the aisle and funnel!). Matt Heinz, President Heinz Marketing Inc.
Unleash Possible is a shot in the arm for any marketer (or sales person) who is needing guidance and support. The pages are that of a coach who is encouraging their team that the seemingly impossible is indeed achievable. Marketing executives should add this book to their teams reading list as not only does it encourage teams to get up and get going, it provides practical advice and insights that can implemented immediately. Carlos Hidalgo CEO ANNUITAS & Author of Driving Demand
Rarely do you find a practical, accessible resource that seamlessly combines sales and marketing into a coherent and motivating call to action as Samantha has written here. Highly recommended read by those new (and old) to B2B sales and marketing (yes both sides of the aisle and funnel!). Matt Heinz, President Heinz Marketing Inc.
Unleash Possible is a shot in the arm for any marketer (or sales person) who is needing guidance and support. The pages are that of a coach who is encouraging their team that the seemingly impossible is indeed achievable. Marketing executives should add this book to their teams reading list as not only does it encourage teams to get up and get going, it provides practical advice and insights that can implemented immediately. Carlos Hidalgo CEO ANNUITAS & Author of Driving Demand
The most realistic assessment of whats going on in B2B marketing today that Ive seen. I love the practical, actionable slant, and the case studies that are used to illustrate the story. Anne Janzer, Marketer and Author
Unleash Possible is a no-nonsense book with actionable advice that marketers can use to realize their companys potential. Samantha does this leveraging her straight-forward manner, citing her own real-life experiences to illustrate not just what to do, but how to do it. Easy to read and entertaining to boot, Unleash Possible is a must read for any marketer looking to honestly evaluate their marketing plan and hinge it to whats important to their company. Maribeth Ross, CMO Monetate
The authors acute awareness of her own learning brings valuable gifts forward in her book. Accepting these gifts and absorbing her ideas will fast-track your success. Peter Bauer, CEO Mimecast
Samantha Stone: author's other books
Who wrote Unleash Possible: A Marketing Playbook That Drives B2B Sales? Find out the surname, the name of the author of the book and a list of all author's works by series.
Samantha Stone
Ardath Albee
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UNLEASH POSSIBLE
A MARKETING PLAYBOOK THAT DRIVES B2B SALES
Copyright 2016 by Marketing Advisory Network
All rights reserved
This book, or parts thereof may not be reproduced in any form without permission from the publisher except for brief excerpts used for reviews. For additional information please email Samantha.stone@marketingadvisorynetwork.com.
Published with Stress Free Publishers by Samantha Stone
www.unleashpossible.com
Edited by: Katie Martell
Cover Design by: Dan Greenwald
ISBN 13: 978-1-937985-88-2
ISBN 10: 1-937985-88-1
Printed in the U.S.A.
The information in this book includes case studies and provides advice based on the authors observations, industry research and her own experiences. While it is the authors hope that the content will inspire you to apply whats learned, it is recognized that every company and every buyer community is different. Your business should always conduct your own due diligence prior to following any guidance in this book to ensure new programs or changes to the organization are well suited to your companys culture and business goals. You alone are responsible for the consequences of using the tools and lessons within.
This is a book that should not only be read by marketers. Its a book that should be on the desk of every executive in the company. It should be required reading for the head of sales, technology, and most importantly, the CEO, to help create a shared vision of marketing to grow and sustain the business (and to do it well!) Jere Doyle, Managing Director Sigma Prime Ventures
Unleash Possible is filled with case studies and practical how-tos delivered with Samanthas warmth and unique insight. It lends a clear path for how to progress your organization forward. She not only shares what we should, and should not, be doing, but she shows you how to get it done, and how to hold marketing accountable to meaningful business metrics. Claudine Bianchi CMO, ClickSoftware
Rarely do you find a practical, accessible resource that seamlessly combines sales and marketing into a coherent and motivating call to action as Samantha has written here. Highly recommended read by those new (and old) to B2B sales and marketing (yes both sides of the aisle and funnel!). Matt Heinz, President Heinz Marketing Inc.
Unleash Possible is a shot in the arm for any marketer (or sales person) who is needing guidance and support. The pages are that of a coach who is encouraging their team that the seemingly impossible is indeed achievable. Marketing executives should add this book to their teams reading list as not only does it encourage teams to get up and get going, it provides practical advice and insights that can implemented immediately. Carlos Hidalgo CEO ANNUITAS & Author of Driving Demand
The most realistic assessment of whats going on in B2B marketing today that Ive seen. I love the practical, actionable slant, and the case studies that are used to illustrate the story. Anne Janzer, Marketer and Author
Unleash Possible is a no-nonsense book with actionable advice that marketers can use to realize their companys potential. Samantha does this leveraging her straight-forward manner, citing her own real-life experiences to illustrate not just what to do, but how to do it. Easy to read and entertaining to boot, Unleash Possible is a must read for any marketer looking to honestly evaluate their marketing plan and hinge it to whats important to their company. Maribeth Ross, CMO Monetate
The authors acute awareness of her own learning brings valuable gifts forward in her book. Accepting these gifts and absorbing her ideas will fast-track your success. Peter Bauer, CEO Mimecast
I first had the privilege of working with Samantha nearly 20 years ago, when I watched her build one of the most dominant Channels Marketing organizations in the document management software space. Since then, I have considered her a trusted advisor in helping me to develop marketing, lead generation, and sales-driving strategies within retail organizations ranging in size from start-ups to $70B/yr in revenue. Samantha is fantastic at helping business leaders explore innovative solutions with a smart balance of creativity, pragmatism, and insight. Unleash Possible delivers the same fantastic best practices that I have seen drive success for her companies and clients. Jamie Dooley, Retail eCommerce Executive
Unleash Possible helps you create the necessary (but often elusive) connection between product, sales, and marketing. Ann Handley, Chief Content Officer, MarketingProfs
TABLE OF CONTENTS
An investor, a CEO and a CMO walk into a boardroom
Jere Doyle,
Managing Director at Sigma Prime Ventures
Every business is presented with a simple choice: prioritize marketing, or fail.
Marketing has changed significantly. Its true there are far more marketing methods, channels, tools and opportunities to reach our audience than ever before. Yet, one important thing never changes: marketing still is, and always has been, about acquiring customers at the right cost, and keeping those customers.
What has changed is the role marketing plays in a business. As an investor and advisor to many businesses, I often find marketing to be an afterthought. This is a critical mistake in todays environment. If you build it, they will not come. In fact, they will quickly find another option.
Companies that are successful have done the work to put a strong marketing strategy in place. They know that sales and growth dont happen by accident, or without the right customer acquisition strategy in place, early on.
Successful business leaders know they must make the choice to master marketing in an age when buyers expect each vendor to know them, inside and out; to be prepared with content that stands out and that allows buyers to self-educate; and to provide a buying experience that is tailor-made for their problems, their vertical, and their expectations.
Thats why, when I read Unleash Possible I was so bolstered by what it has to say. This is a book that should not only be read by marketersit should be on the desk of every executive in the company. It should be required reading for the head of sales, head of technology, and most important, the CEOto help create a shared vision of marketing to grow and sustain the business. (And to do it well!)
As Samantha points out early in the book, culture matters. A great marketing culture begins at the top, with the CEO. The CEO sets the tone and priorities of the organization, builds a structure of support and makes choices that dictate the path for the rest of your team. And today, CEOs are faced with that simple choice: invest in and prioritize marketing, or fail. This can no longer be an afterthought.
If I have learned anything, it is that success in this world happens as a result of series of right choices. When you read this book, youll see not only how important marketing is to the success of your business, but also the choices you need to make to get it right.
Peter Bauer
CEO & Cofounder, Mimecast
A companys CEO has to sell possibilities: a future that may be unleashed in their own mind but has not yet formed for others. The more meaningful and vivid these possibilities, the more the leader can attract teammates, customers, investors and followers. This is a job the CEO cannot do alone. A successful movement always needs others to believe upfront, to build the momentum needed to begin, and to sustain energy to see the vision through to execution. Leadership is an age-old skill and marketing is fundamentally a leadership craft. Marketing must always start with the question Who are we trying to reach? Followed by Why do they need to pay attention?
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