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The Marketing Book Podcast

Fun, weekly interviews with authors of new marketing and sales books. Named by LinkedIn and Forbes as one of the top marketing and sales podcasts. Hosted by Douglas Burdett, a marketing strategy advisor, former artillery officer, Madison Avenue ad man, and stand-up comedian.
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Sep 8, 2023

Account-Based Growth: Unlocking Sustainable Value Through Extraordinary Customer Focus by Bev Burgess and Tim Shercliff

About the Book:

Develop long-term relationships, deliver market-beating growth, and create sustainable value with this pragmatic guide to aligning marketing, sales, customer success, and your executives around your most important customers.

Many B2B companies make half their profitable revenue from just three percent of their customers, yet don't recognize the significance of these accounts, nor invest appropriately in them.

Account-Based Growth introduces a comprehensive framework for improving internal alignment and external engagement with these vital few. It contains bullet-pointed takeaways at the end of each chapter and a comprehensive checklist to help you improve your company's approach to its most important customers.

Each framework element is brought to life through viewpoints from industry experts and case studies from leading organizations including Accenture, Fujitsu, Infosys, SAP, Salesforce, ServiceNow, and Telstra.

About the Author:

Bev Burgess is passionate about the critical role marketing can play in accelerating business growth. 

Her specialism is the marketing and selling of business services, built through a combination of postgraduate study and the privilege of working with 40 of the world’s most influential firms, primarily in the technology and professional services sectors. 

Bev’s background includes senior marketing roles at British Gas, Epson, and Fujitsu, and she was a Senior Vice President at ITSMA, where she led the global ABM Practice and ITSMA’s European operations for many years. Bev first codified ABM as a marketing strategy while managing director of ITSMA Europe in 2003.

Today Bev is a Founder and Managing Principal at Inflexion Group, delivering thought leadership, consulting, and training to companies around the world that are designing, developing, and implementing account-based growth programs. 

Bev holds an MBA in strategic marketing and a BSc Honours degree in business and ergonomics. She is a Fellow of the Chartered Institute of Marketing and has served as an international trustee. 

Her first book, Marketing Technology as a Service, was published by Wiley in 2010, exploring proven techniques to create value through services based on an infrastructure of technology. 

Her most recent, A Practitioner’s Guide to Account-Based Marketing (with Dave Munn, Kogan Page 2021, 2017) explains how to use ABM to accelerate growth in strategic accounts. Both editions of that book were featured on The Marketing Book Podcast episodes 117 and 373 with Dave Munn.

Executive Engagement Strategies, published by Kogan Page in 2020, explains how to have conversations that deepen executive relationships and build sustainable growth with key clients. 

And, interesting fact – she was a competitive ballroom dancer!

Click here for this episode's website page with the links mentioned during the interview...

https://www.salesartillery.com/marketing-book-podcast/account-based-growth-bev-burgess

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