Some of our Favourite Books
START WITH WHY | Simon Sinek
Your prospects don’t care what you do. They care about why you do it
Why are a handful of organisations consistently far more innovative, far more influential and far more profitable than the rest? Simon Sinek offers a compelling analysis in "Start With Why", his best-selling book and top-rated TED video. Every organisation can describe what they do; some can explain how they achieve superior outcomes; but as Sinek explains, few have been able to inspire their customers by clearly articulating why they chose to do what they do.
Sinek's thinking has had a powerful influence on how we approach marketing and positioning our clients - and helping them stand out from the crowd...
CROSSING THE CHASM | Geoffrey A Moore
Are you ready to make the leap from early adopters to mainstream markets?
Now in its Third Edition, “Crossing the Chasm” by Geoffrey A. Moore established a marketing and sales framework that has inspired thousands of B2B-focused technology-based businesses. Moore was the first to identify the disruptive differences in buying behaviours between the handful of early adopters and the mass of pragmatist buyers that represent the vast bulk of revenues in mainstream markets.
We've been strongly influenced by Moore's framework (you can download a guide here), and make a point of integrating it into every relevant project...
ESCAPE VELOCITY | Geoffrey A Moore
Will you be able to free your company's future from the pull of the past?
As we’ve already pointed out, Moore’s classic “Crossing the Chasm” showed early-stage high-tech companies how to break through into mainstream markets. In “Escape Velocity”, Moore identifies a Hierarchy of Powers that can enable established enterprises to break free from the constraints of their past successes and drive future growth from new lines of business, disruptive innovations and new go-to-market models.
We find the principles particularly relevant to our work with the entrepreneurial divisions of well established organisations...
PREDICTABLE REVENUE | Aaron Ross and Marylou Tyler
How can you build a massively scalable, repeatable sales and marketing machine?
Traditional sales and marketing tactics are failing. Prospects refuse to answer cold calls, and email marketing response rates have plummeted. Yet through it all, as the authors of "Predictable Revenue" point out, organisations like salesforce.com have succeeded in building highly scalable, repeatable sales and marketing machines that are capable of generating predictable and highly impressive revenue growth.
We've been able to help clients successfully apply Ross and Tyler's principles successfully in a series of revenue acceleration assignments...
THE LEAKY FUNNEL | Hugh Macfarlane
Earn more customers by aligning sales and marketing with the way businesses buy
In The Leaky Funnel, Hugh Macfarlane was one of the first to articulate a idea that may have seemed revolutionary at the time but has become increasingly commonplace today: that sales and marketing teams perform best when they are aligned to the way that businesses buy. This highly accessible book - written in the form of a novel - describes one company’s journey towards enlightenment.
SPIN SELLING | Neil Rackham
Evidence-based insights into how top sales people ask smarter questions
SPIN Selling is the result of one of the largest-ever research projects into the behaviours of sales people - and establishes a compelling connection between the type of questions sales people ask and their resulting sales performance. Rackham's timeless SPIN selling methodology shows sales people how, where and when to the 4 types of questions - Situation, Problem, Implication and Need-payoff - to achieve the results they need.
We believe that the SPIN principles remain highly relevant today, and we've applied them with great success in many client assignments...
Insight Selling | Mike Schultz and John Doerr
Surprising Research on What Sales Winners Do Differently
What do winners of major sales do differently than the sellers who almost won, but ultimately came in second place? Mike Schultz and John Doerr, bestselling authors and world–renowned sales experts, set out to find the answer. Insight Selling reflects their research into more than 700 business–to–business purchases made by buyers who represented a total of $3.1 billion in annual purchasing power.
When they compared the winners to the second–place finishers, they found surprising results: Not only do sales winners sell differently, they sell radically differently, than the second–place finishers.