December 25, 2001

Jack Covert Selects: Jack Covert Selects - Beyond e

By: 800-CEO-READ @ 8:14 PM – Filed under: Management & Workplace Culture

Beyond e: 12 Ways Technology is Transforming Sales and Marketing Strategy by Stephen G. Diorio, McGraw Hill, 320 Pages, $29.95 Hardcover, November 2001, ISBN 0071376496
Beyond e is written for you sales and marketing folks looking for new ways to use technology to grow your business. Sound familiar? Well, its true that this type of book (e-anything) has flooded the market in recent years, however, Diorio will broaden your horizons by emphasizing fundamental technology changes to help you get more bang for your sales and marketing buck. He believes that after the e-hype, most people are having a tough time understanding how and where to use technology to improve sales and marketing performance, and that it is now difficult for people to think beyond e. Not to say that Diorio ignores the dominant presence of the web, but wants you to remember that there is a whole technological world out there to be used to your companys advantage.
Diorio backs up his counsel with some scary stats. He reports that most large sales forces invested in one version of sales force automation software in the past 10 years, but, less that one-third feel they have gotten significant results from their investment. When the authors company studied 50 of the biggest CRM (customer relationship marketing) projects in 2000, less that 10 percent could demonstrate positive results despite the average investment that exceeded $10 million per company. In fact, three quarters of these companies were still thinking about how to measure the return of these investments. Does your experience mirror these results? Then Beyond e will help. The author is succinct in writing: This book shows how the best companies are using technology to build high-performance revenue growth engines.
The book design/layout is strong. Its preface is extremely thorough, giving you a good idea of what the books premise and pay-out will be. The first half of the preface explains the authors reason for writing the book and why he thinks the book is important, while the second half is devoted to how the chapters are laid out and what he includes in each chapter. Each of the 12 chapters is designed the same way: a page or two describing the main point of the chapter, then a short-term strategy followed by a long-term strategy. The book is laced with real world examples and practical hands on applications, all written in a language understandable to even the most technology-challenged persons. Bottom line? This is a very valuable, very specific book that can help you be a more efficient and effective marketer. And hey, in this new era of possibly dwindling customers, isnt that really what we all strive for?