November 13th 2009
The Integration Imperative. Erasing markeitng and business development silos – once and for all in professional service firms. Suzanne C. Lowe
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The Integration Imperative. Erasing marketing and business development silos – once and for all in professional service firms. Suzanne C. Lowe. 2009. ISBN 9780615292144. I was really looking forward to this book as the topic is core to RocketBuilders own type of Rocket Science. The book is extremely helpful to large multinational firms who are struggling with full integration. Core to her solution is a that the Co must desire this to happen and it gets behind it full bore.
The book is in three parts. First you see how these silos develop and strengthen, then models of how to address it singularly and company wide, and finally several pertinent case studies. All in all a very thorough ambitious book. Yet I was disappointed. The prose is weighty, slightly detached, stopping short of being academic. This is such an important topic that the vehicle of learning should not raise any more barriers to understanding. If you can get through the book and give it your attention, it is very valuable (especially for me was part two). I know several of the firms in the case studies and enjoyed the discussions. A bonus is a good glossary of common words misunderstood in marketing and business development. ( I would argue that marketing and business development should be one department, sales is another. ) She writes a good blog for Marketing fix
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Category: Marketing, Sales Effectiveness
