Winning with Customers – A Playbook for B2B

<p>Foreword by Karel Czanderna xv</p>
<p>Preface xvii</p>
<p>Acknowledgments xxiii</p>
<p>Introduction by Glenn Dalhart xxvii</p>
<p>Chapter 1 Why We Lose 1</p>
<p>Six Reasons Why We Lose 2</p>
<p>Is This Book for You? 11</p>
<p>Why This Book Is Important 15</p>
<p>What Will You Learn? 15</p>
<p>Is Now the Time? 17</p>
<p>Summary 20</p>
<p>Chapter 2 Define Winning 23</p>
<p>The Big 6 26</p>
<p>Where Does This Book Fit in the World of Profit Growth Solutions? 36</p>
<p>Building the Foundation: Does Your Customer Make More Money by Doing Business with You Relative to Your Competitors? 39</p>
<p>Revenue, Cost, and Profits 49</p>
<p>Summary 49</p>
<p>Chapter 3 The Playbook 51</p>
<p>Defining the Playbook 52</p>
<p>Play 1: Discover 54</p>
<p>Play 2: Analyze 61</p>
<p>Play 3: Execute 66</p>
<p>Play 4: Measure 76</p>
<p>Play 5: Certify 83</p>
<p>Play 6: CVC Management System 90</p>
<p>Key Philosophies 93</p>
<p>The Role of Technology 95</p>
<p>The Maturity Model 95</p>
<p>Summary 99</p>
<p>Chapter 4 Winning Metrics 119</p>
<p>The History of Our Metrics 121</p>
<p>Developing the Metrics 124</p>
<p>The Winning with Customer Metric 128</p>
<p>Exploring Differential Value Attributes 130</p>
<p>Exploring the DVP% 134</p>
<p>Using DVP% on an Aggregated Business Level 140</p>
<p>Summary 144</p>
<p>Chapter 5 What Does Your Customer Think? 153</p>
<p>Get on the Field 154</p>
<p>The Discover Play 155</p>
<p>Do My Customers Care . . . Will They Talk? 161</p>
<p>The Discover Process: Prepare 163</p>
<p>Let s Prepare 167</p>
<p>Who Should You Interview? 176</p>
<p>Who Conducts the Interview? 179</p>
<p>The Discover Process: Conduct the Interview 180</p>
<p>The Discover Process: Capture Data 201</p>
<p>The Discover Process: Customer Follow–Up 202</p>
<p>The Discover Process: Quick Wins 203</p>
<p>You Will Go Broke Doing What the</p>
<p>Customer Says 204</p>
<p>Summary 206</p>
<p>Chapter 6 Informing Decisions 209</p>
<p>What Is Analyze? 211</p>
<p>What You Get 212</p>
<p>Generating Actionable Insights 215</p>
<p>Interpret One Interview 217</p>
<p>Assemble the Data 223</p>
<p>Determining Scope 230</p>
<p>Identify and Assign Analysts 232</p>
<p>Understanding Your Current Differential Value Proposition 234</p>
<p>Turning Customer Needs into Potential Projects 251</p>
<p>What Are the Top 10 Investments to Make? 254</p>
<p>How Can Customers Be Segmented According to Their Needs? 259</p>
<p>Turning Initiatives into Investment Decisions 260</p>
<p>Setting Value Creation Goals 262</p>
<p>Estimating Investment Required 263</p>
<p>Setting Value Capture Goals 264</p>
<p>Initiatives to Investment Portfolio 268</p>
<p>Insights to Decisions 269</p>
<p>Connecting Insights to Process Organizations 270</p>
<p>Encourage Ad Hoc Analysis 271</p>
<p>Empower Resources to Become Analysts 272</p>
<p>Benefi ts of Technology 272</p>
<p>Summary 276</p>
<p>Chapter 7 Executing Value Creation and Value Capture 279</p>
<p>What Is Execute? 280</p>
<p>A Quick Recap and Chapter Setup 281</p>
<p>Building a Plan for Your Customer 286</p>
<p>Plan Value Capture 297</p>
<p>Gain Customer Alignment 304</p>
<p>Providing a Technology Assist 306</p>
<p>The Vault 307</p>
<p>Summary 308</p>
<p>Chapter 8 The Scoreboard 311</p>
<p>Finding Our Place on the Field 313</p>
<p>The Process 314</p>
<p>Collecting the Scorecard Data 315</p>
<p>Building the Basic Scoreboard 318</p>
<p>Advanced Scoreboard Topics 324</p>
<p>Measuring CVC Activity for the Scoreboard 331</p>
<p>Continuous Improvement 333</p>
<p>How Technology Helps 335</p>
<p>Summary 336</p>
<p>Chapter 9 Getting Started 339</p>
<p>Kickoff 340</p>
<p>Fielding a Team 353</p>
<p>Enrolling the Team: It Is How You Do Business 360</p>
<p>Without the Customer There Is No Team 362</p>
<p>Start Small and Grow 364</p>
<p>The First Project 367</p>
<p>Summary 375</p>
<p>Chapter 10 Sustaining and Scaling: The Maturity Model 377</p>
<p>The Hurdles We Faced 378</p>
<p>Sticking to It: Maturity Model 379</p>
<p>Sustaining and Scaling 389</p>
<p>Summary 398</p>
<p>Afterword 401</p>
<p>In the Beginning 401</p>
<p>A Few Highlights 404</p>
<p>Get into Action 410</p>
<p>About the Authors 411</p>
<p>About the Contributors 415</p>
<p>Index 419</p>