Most books and articles by consultants start with MBA bashing. Certainly not this one. Here is a book that has picked up the basics of B2B marketing, modified the terminologies to common man's terminologies and presented the concept very nicely. In short it suggests to create a Value Creation Sales Process to show the customer a Total Value of Ownership. To achieve this, use the whole organisation to assist sales team to create a Value Account Plan. VCS, TVO and VAP are the only terms used to explain the whole sales process. The rest of the book is about a short case study and intra organisation collaboration and how customer is able to realise the TVO with the VCS process. Thus helping the organisation realise better revenues and profits.
Good refresher if you have gone through the B2B marketing courses. Otherwise a great introduction to the topic. Definitely recommended.
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