Intrenion

Books as Frameworks: Marketing & Sales

Table of Contents

• Contagious (Jonah Berger)
• Differentiate or Die (Jack Trout et al.)
• Hacking Growth (Sean Ellis et al.)
• Harvard Business Review Sales Management Handbook (Prabhakant Sinha et al.)
• Niche Down (Christopher Lochhead et al.)
• Obviously Awesome (April Dunford)
• Traction (Gabriel Weinberg et al.)

Contagious (Jonah Berger)

1. Social Currency
2. Triggers
3. Emotion
4. Public
5. Stories

Differentiate or Die (Jack Trout et al.)

1. The Tyranny of Choice
2. The Creeping Commoditization of Categories
3. Whatever Happened to the Unique Selling Proposition?
4. Reinventing the Unique Selling Proposition
5. Quality and Customer Orientation Are Rarely Differentiating Ideas
6. Creativity Is Not a Differentiating Idea
7. Price Is Rarely a Differentiating Idea
8. Breadth of Line Is a Difficult Way to Differentiate
9. The Steps to Differentiation
10. Differentiation Takes Place in the Mind
11. Being First Is a Differentiating Idea
12. Attribute Ownership Is a Way to Differentiate
13. Leadership Is a Way to Differentiate
14. Heritage Is a Differentiating Idea
15. Market Specialty Is a Differentiating Idea
16. Preference Is a Differentiating Idea
17. How a Product Is Made Can Be a Differentiating Idea
18. Being the Latest Can Be a Differentiating Idea
19. Hotness Is a Way to Differentiate
20. Growth Can Destroy Differentiation
21. Differentiation Often Requires Sacrifice
22. Being Different in Different Places
23. Maintaining Your Difference
24. Differentiation in the New World of Buzz
25. You Can Differentiate Anything
26. Who Is in Charge of Differentiation?

Hacking Growth (Sean Ellis et al.)

The Method

1. Building Growth Teams
2. Determining If Your Product Is Must-Have
3. Identifying Your Growth Levers
4. Testing at High Tempo

The Growth Hacking Playbook

1. Hacking Acquisition
2. Hacking Activation
3. Hacking Retention
4. Hacking Monetization
5. A Virtuous Growth Cycle

Harvard Business Review Sales Management Handbook (Prabhakant Sinha et al.)

Linking Sales Leadership to Execution and Results

Why We Still Need Salespeople in a Digital World

1. Types of sales jobs
2. How salespeople add value
3. Salespeople coexisting with digital and virtual sales channels

The Sales Manager: The Force Behind the Sales Force

1. Three pillars of responsibility
2. The sales manager’s role in the organization
3. The sales manager’s operating rhythm

Driving Salespeople’s Success with Customers

1. Assisting with market-sensing and agile sales planning
2. Ensuring effective execution and enabling change with sales sprints
3. Enabling the sales team to share customer insights
4. Facilitating customer relationship transitions

Talent Management

Personalizing Talent Management

1. The building blocks of talent management
2. Using personalization to develop, engage, and retain salespeople

Hiring and Onboarding for Speed and Impact

1. The sales manager’s role in the hiring process
2. Defining the candidate selection criteria
3. Sourcing talent
4. Selecting talent
5. Attracting talent
6. Onboarding and acculturating

Empowering Salespeople with Continuous Learning and Development

1. Strategy and content
2. Training
3. Coaching
4. Work-based learning
5. Blended approaches
6. L&D trends

Managing Performance to Drive Results

1. Sales performance: Managing inputs and outcomes
2. Four types of performers and how to manage them

Motivating Sales Teams with Incentives and Goals

1. Understanding what incentives do
2. The building blocks of incentive plans
3. Linking incentives to the sales strategy and environment
4. Setting goals that motivate
5. Assessing an incentive plan’s health and performance

Managing Retention and Turnover

1. Understanding turnover costs and dynamics
2. Using tailored retention strategies
3. Succeeding in high-turnover environments

The Digital Transformation of Sales Management

Leveraging the Growing Power of Digital in Sales Management

1. Digital’s impact on sales decisions and processes

Making Faster and Better Decisions with Analytics and AI

1. Using analytics and AI to drive sales actions and impact
2. Understanding the basics of AI
3. Empowering human judgment
4. Building a data-driven team
5. Spanning the sales and digital boundary with sales ops
6. The evolution of analytics and AI

Designing the Sales Organization for the Digital Age

1. Choosing the right channel structure
2. Specializing sales roles
3. Leveraging inside sales to increase reach and reduce costs
4. Dynamically adapting the sales structure and size

Unlocking Five Digital-Age Sales Competencies

1. The five competencies for salespeople
2. Hiring, developing, and supporting the five competencies
3. How the five competencies apply to sales leaders

Synchronizing Sales Channels for Maximum Impact

1. Optimizing digital, virtual, and in-person communication
2. Enabling channel collaboration
3. Supporting sales teams with a digital enablement concierge
4. Adapting communication methods and channels continuously

Accelerating and Streamlining Selling with a Digital Customer Hub

1. The role and components of a DCH
2. Architecture choices and strategies
3. Building a DCH
4. The sales leader’s role in a DCH

Amplifying the Power of Salespeople with Digital Assistants

1. Empowering salespeople with AI-driven tools
2. Adopting and implementing AI assistants

Boosting Talent Management with Digital

1. Digital recruiting
2. Digital learning and development
3. Digitally boosting incentive plan traction
4. Linking digital talent platforms

Managing a Recurring Revenue Business

1. Strategy, process, and metrics
2. Driving performance
3. Managing the transition to recurring revenue

Driving Improvement and Implementing Change

Continuously Improving Your Business

1. The sales productivity hunt at Novartis
2. Discovering opportunities
3. Rationalizing and prioritizing opportunities
4. From opportunities to solutions
5. Capturing market opportunity at Google Cloud Platform

Navigating Sales Force Change

1. Seven steps to successful change
2. Managing difficult changes

Niche Down (Christopher Lochhead et al.)

1. Be Different, Become Legendary
2. Fall In Love With The Problem
3. Be Known For One Thing You Can Own
4. Go Forth And Niche Down
5. It Takes Courage To Be Legendary

Obviously Awesome (April Dunford)

What Is Positioning?

1. Positioning as Context
2. The Five (plus One) Components of Effective Positioning

The 10-Step Positioning Process

1. Understand the Customers Who Love Your Product
2. Form a Positioning Team
3. Align Your Positioning Vocabulary and Let Go of Your Positioning Baggage
4. List Your True Competitive Alternatives
5. Isolate Your Unique Attributes or Features
6. Map the Attributes to Value “Themes”
7. Determine Who Cares a Lot
8. Find a Market Frame of Reference That Puts Your Strengths at the Center and Determine How to Position in It
9. Layer On a Trend (but Be Careful)
10. Capture Your Positioning so It Can Be Shared

Putting Positioning Into Play

1. After Positioning: What Happens Next?

Traction (Gabriel Weinberg et al.)

1. Traction Channels
2. Traction Thinking
3. Bullseye
4. Traction Testing
5. Critical Path
6. Targeting Blogs
7. Publicity
8. Unconventional PR
9. Search Engine Marketing (SEM)
10. Social and Display Ads
11. Offline Ads
12. Search Engine Optimization (SEO)
13. Content Marketing
14. Email Marketing
15. Viral Marketing
16. Engineering as Marketing
17. Business Development (BD)
18. Sales
19. Affiliate Programs
20. Existing Platforms
21. Trade Shows
22. Offline Events
23. Speaking Engagements
24. Community Building