We use cookies to improve your experience. By using our site you are accepting our cookie policy. 
Read our privacy policy to learn more.

Innovation and Best Practice
for Business Success

Established 1967

Creating the Strategy

Creating the Strategy

Winning and Keeping Customers in B2B Markets

Rennie Gould


This book fills a significant gap in the market for a practical, 'how-to' approach that brings together the most important elements of business strategy, B2B marketing theory and sales management, responding to the increasing recognition of the role of strategic customer relationships as a means to create competitive advantage.

Buy product Buy now

About the book

Creating the Strategy is a practical guide that brings together the most important elements of business strategy, B2B marketing theory and sales management.

Aimed at those wanting to structure their organizations around the winning and keeping of customers in B2B markets, the book introduces a number of unique and powerful methodologies proven in workshops conducted with clients such as Mercedes-Benz and AXA Insurance. It is structured around the Sales & Business Performance Value Chain, a unique and integrated process that builds awareness and understanding of all factors impacting on sales and business performance, providing an important diagnostic tool.

Whether you are working for a large organisation or a small company, Creating the Strategy will help you recognise and implement the key elements responsible for creating outstanding sales and business performance in B2B markets.

Table Of Contents

    • Chapter - 00: Introduction;
  • Section - ONE: Sales and Customer Strategy;
    • Chapter - 01: Sales and customer strategy in B2B markets;
  • Section - TWO: Creating Strategy;
    • Chapter - 02: Strategic direction;
    • Chapter - 03: Customer strategy;
    • Chapter - 04: T he value proposition;
    • Chapter - 05: T he sales process;
  • Section - THREE: Managing Strategy;
    • Chapter - 06: Business purpose;
    • Chapter - 07: People and performance;
    • Chapter - 08: Development and motivation;
  • Section - FOUR: Implementing Strategy;
    • Chapter - 09: Implementing strategy;
    • Chapter - 10: The Art of War


A good read for business leaders, not just marketing managers and directors. The book sets out to provide a practical guide for businesses and delivers on this promise.
B2B Marketing Magazine

Book Details

  • EAN: 9780749466145
  • Edition: 1
  • Published: 3rd August 2012
  • Paperback
  • Dimensions: 234x156
  • 248 pages

About the Author

As CEO and creator of Customize UK Training, Rennie Gould is a highly qualified consultant and professional practitioner in B2B sales, customer strategy and sales management with significant experience with a variety of clients from around the world, including Mercedes Benz, AXA, and Pirelli.

Rennie Gould