Beyond "e": 12 Ways Technology is Transforming Sales & Marketing by Stephen Diorio

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  • Pub. Date: November 2001
  • 300pp

    Reader Rating: (5 ratings)

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    Product Details

    • Pub. Date: November 2001
    • Publisher: McGraw-Hill Companies, The
    • Format: Hardcover, 300pp

    Synopsis

    If E-Commerce Isn't A Silver Bullet, What Is? How to Use CRM Tools, Interactive Marketing, Online Marketplaces and Other New Technologies to Drive Revenue Growth

    Five years into the "e-business revolution" most businesses are still struggling to harness the power of new marketing technologies and stretch their sales and marketing dollars. Beyond 'e' will help sales and marketing executives see through the smoke of current e-business fads to understand the fundamentals of marketing strategy, and how to apply them in the midst of powerful and confusing new technologies. Beyond 'e' reveals how leading-edge businesses­­from IBM, Eastman Chemical, e-Bay, Citigroup, Dell, and others­­use cutting edge technology to to improve everything from sales force efficiency to brand management and email marketing.

    Based on thousands of interviews with sales and marketing managers in Global 2000 companies, this essential guide to smarter marketing through technology covers:

    • Ways to repackage or redesign products for Web-based distribution channels
    • New approaches for managing an ever-expanding number of third-party distribution channels
    • Ways to transform your call center from a phone-answering department to a high-impact sales team

    Beyond "e" explains the benefits of today's complex technologies in language anyone can understand, and reveals what marketing executives must do over the short- and long-term to master today's technologies­­and win customers.

    "Beyond "e" hits home on the emerging theme of sales force effectiveness, and looks beyond the e-business fads that have burned many managers. It's a tactical handbook for anyone struggling with the fundamentals of using technology to maximize their sales and marketing efforts."

    —Don Peppers, President, Peppers and Rogers Group

    "Beyond e goes beyond the typical marketing fluff. We began implementing these ideas immediately"
    ­­Robert Stagno, Vice President of Worldwide Direct Marketing, IBM

    "...An outstanding blend of strategic insights and pragmatic
    advice."
    ­­Dale Kutnick, CEO of The META Group

    "How will sales and marketing executives survive the next technology cycle? How can we turn technology chaos into advantage? What are the best opportunities to take right now? This book will help you answer those questions for your organization, using strategies based on the innovations and forward thinking of some of America's top companies..."
    ­­From the Foreword

    Technology has transformed the ways that marketers must approach operations, channels, and customer bases ... and changes in the next decade will be even more dramatic. Beyond "e" shows marketing managers how to successfully blend current and future technologies into their existing marketing strategies, broadening their marketing reach while simultaneously focussing on the wants and needs of particular groups and even individual customers.

    Each of the book's twelve chapters outlines how technology will impact a particular aspect of sales and marketing, laying out specific management strategies for taking advantage of these opportunities. Based on research conducted by IMT Strategies, Beyond "e"provides insightful analyses and hands-on recommendations, including:

    • Branding strategies to meet the changing needs of online buyers
    • How to integrate interactive direct marketing tools into existing marketing mixes
    • Six fundamental ways that networks will revolutionize the flow of information
    • Techniques for mastering customer service delivery across many channels
    • Seven short-term tactics to protect margins and boost market share
    • How to maximize new, technology-enabled, peer-to-peer networking systems
    • Ways to transform call centers into strategic traffic cops
    • Strategies to organize around customers and processes, instead of products and business units

    Far too often, successful marketing and business strategies are squeezed and distorted to make them fit into flashy new technologies. Beyond 'e' puts the cart once again before the horse, providing new tools to support rather than replace current selling approaches and showing marketers how to use today's exciting web-based technologies to create solidly constructed, effective, and powerful marketing programs.

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    Biography

    Stephen Diorio is founder and president of IMT Strategies, a leading sales and marketing strategy firm. A former marketing executive with Citicorp and GE, Diorio is a popular speaker and established authority on sales and marketing strategy.

    Customer Reviews

    Beyond "e": 12 Ways Technology is Transforming Sales & Marketingby Anonymous

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    February 08, 2002: Steve Diorio has written a meaty and relevant book about selling technologies. In an age when there is so much E hype and fluff that only serves to confuse, we needed a book that was born from practical, everyday consulting and research in the offices of the best companies. The salient ideas about which Mr. Diorio expounds are absolutely critical for growth and profit. They carry with them an imperative that to ignore the protocols of this newest e technology will lead to peril and a fatal falling behind the power curve. I read the excellent reviews in which professors recommended Beyond E. They were impressive. But, this book was written for executives and senior managers who have the very life of their corporations in the palm of their hands. It is obvious that Mr. Diorio has spent considerable time with his clients and sweat blood with them to achieve the best e-practices in marketing, promotion and selling. I believe the book is about stretching the IT and Internet sales budgets so that busineses can grow at an accellerated rate. The book Beyond E is truly futuristic because it clearly outlines what the best companies have been doing and what the leaders of tomorrow (the followers of our leaders today) will be doing in late 2002 and in 2003. The blueprint is drawn up, the creation of dynamic selling technologies has been built, but, sadly, few understand it, and even fewer have actually implemented it. Companies like Dell Computer, IBM, Charles Swab, Amazon and e-Bay are only a few of these futuristic leaders that Mr. Diorio writes about. They 'get it'. How long will it take others? Mr. Diorio lays out in detail what needs to be done right now. Mr. Diorio is like a drum major for executives to immediately order 'the engineering of sustainable technology innovations into the sales and marketing process', to quote Stve Diorio. The traditional software analysts and programmers in companies are not prepared for the accelerated rate at which customer service and marketing creativity must be coded to stay abreast of changing customer needs and wants. It is about knowing the mind of the customer and changing systems at every level of the company so there can be real-time change. I got a distinct sense of urgency in reading the book. As a management consultant, I now feel driven to alert my clients that 'getting it' is urgently critical. Steve Diorio virtually screams out at us that positive results can be realized only from the implementation right now of dynamic marketing, selling and customer service e-systems. Mr. Diorio understands how important all of these ideas are in order to create cutting edge business models and viable ways to turn IT chaos into order and opportunity. I am glad I read the book. I've recommended it to many of my clients and colleagues.

    Beyond "e": 12 Ways Technology is Transforming Sales & Marketingby Anonymous

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    January 16, 2002: This book is a must read for anyone who has or is considering marketing online. Having been in the online marketing space for the better part of 3 years, I found the insight enlightening and the detail practical. What comes through in this text is that the demands customers are placing on marketers today are being largely unmet. The best news is that our ability to address these demands are readily at hand ? if the marketer is willing to follow the steps outlined by Mr.Diorio. I have incorporated many of his ideas into my company?s own marketing initiatives and found a substantive improvement in the results attained. If there is a book of best practices for developing or simply improving your marketing initiatives ? this is it.


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