RESOURCES
A few of my favorite tools, books, blogs, people, etc.…
TOOLS
Looking for an easy to use strategic plan approach? V2MOM - which stands for Vision, Values, Methods, Obstacles, and Metrics - is a great way to go: it’s straightforward, easy to use, easy to refer back to, and a great way to communicate your strategy across your organization. I’ve taken the traditional “V2MOM” a couple of steps further, adding Owner, Tools, and Resources. Voila, V2M2O2TR!
BOOKS
As a general rule, I find business books boring and limited in usefulness. (I LOVE to read, but mainly fiction.) So, if I actually read a business book from start to finish and refer back to it repeatedly, it’s a good one. Below are my favorites. I hope you learn and enjoy them!
The JOLT Effect: How High Performers Overcome Customer Indecision
by Matthew Dixon and Ted McKenna
The biggest challenge for B2B sellers is helping the potential buyer overcome the status quo. Doing so is really difficult - especially these days when most purchases are made by committee, buyers lack confidence in their decision, and FOFU (the Fear of F*cking Up) is a real, powerful force. Matt and Ted’s research is outstanding, surprising, and insightful. The JOLT Effect - an excellent companion and extension to The Challenger Sale - should have a huge impact on any business’s approach to marketing and sales.
No Forms. No Spam. No Cold Calls. The Next Generation of Account-Based Marketing
by Latané Conant
This book is jam-packed full of insights, tools, and best practices for today’s B2B marketer. The information covers tools, the modern marketing tech stack, the buyers’ journey, and much more. The book is ideal for mid-size to enterprise organizations seeking growth, but the insights are also helpful for smaller organizations as they set their sights on long term growth.
The Challenger Sale: Taking Control of the Customer Conversation
by Matthew Dixon and Brent Adamson
While The Challenger Sale was initially published in 2011, it has stood the test of time (see The JOLT Effect) and is - in my opinion - foundational, required reading for any B2B marketer selling complex solutions.
Growth IQ: Get Smarter About the Choices that Will Make or Break Your Business
by Tiffani Bova
In Growth IQ, ten strategies for growth are laid out simply and clearly, with excellent examples. The premise is that each business must pick which of these ten strategies are best for their offerings, customers, and business model. Insightful, thoughtful, and great for companies of all sizes.
by Kees Van Der Heijden
This book was foundational for my experience in strategy consulting with IBM, and its approach is something I still consider today—more than twenty years later. The approach suggests considering two questions with unknowable outcomes that could fundamentally impact your business and then using those to create four possible futures. An intense and demanding read, but highly useful in understanding the impacts of major trends on your business.
by April Dunford
When I first read Obviously Awesome, I kept saying “yes, yes, yes” in my mind: this is how to “do” positioning. The steps and approaches outlined here supplement my own approach and reflect what you can expect when you work with me on a positioning or messaging project.
RECOMMENDATIONS
by Jared Blank
Often hilarious, always insightful, Jared Blank’s weekly blog is a must read for marketing nerds.
Nicole is a senior marketing leader and an AI trailblazer. Nicole offers a variety of marketing training and resources for using AI in marketing.