This new title shows you how to turn your business into a "value machine" where its internal functions (such as sales and marketing) are aligned in order to work with key customers to create real value for both your customers and yourselves.
Building the Value Machine represents the type of business that many aspire towards - a business able to align its internal functions (sales, marketing etc) in order to collaborate with its key customers in the creation of real and unique value for mutual benefit.
The challenge is to find the right organizational structures, the right planning and operational processes, and to place all of that under the right kind of leadership in order to create the 'right kind of value' - the kind that will be good for the customer's business, and the kind that will be good for our own. The business that pursues these goals is the sort of business explored in this book - the business that wishes to become a true Value Machine.
Building the Value Machine shows you how to target your customers effectively, match the capabilities of the business with the needs of the customer and align all the business functions through successful leadership. The result is a business that is truly aligned with its customers, and fully attuned to the vital match between their own functional requirements (knowing which opportunities to chase) and the customer requirements (being able to deliver the value required). It is a business that knows how to learn, developing both its processes and its value propositions.
Peter Cheverton is founding Director of INSIGHT Marketing and People, a global training and consultancy firm specialising in the development of customer focused business strategies, with a strong focus on Key Account Management, Global Account Management and Business Leadership. He has developed an international reputation as one of the leading experts in these challenging areas, working 'hands on' with clients around the world. He is author of Key Account Management, Key Marketing Skills, Global Account Management, and Key Account Management in Financial Services (all published by Kogan Page).