Planting Flowers, Pulling Weeds: Identifying Your Most Profitable Customers to Ensure a Lifetime of Growth
FORGE RELATIONSHIPS THAT BLOSSOM INTO EXPONENTIAL GROWTH\ It's like Miracle-Gro(r) for your marketing plan. Planting Flowers, Pulling Weeds puts you in complete command of the most potent and effective relationship marketing system ever devised. In this comprehensive guide, you'll discover a complete, integrated system for identifying and cultivating the customers and prospects that will help most in your company's pursuit of its growth objectives. Marketing wizards Janet Rubio and Patrick...
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PLANTING FLOWERS, PULLING WEEDSIn the age of relationship marketing, the companies that achieve continuous growth are those that identify their most valuable customers, forge solid relationships, and create a fiercely loyal, immensely profitable client base. In Planting Flowers, Pulling Weeds, the high-powered marketers who created the Direct Impact System started at Dell deliver the tools and systems you need to sow the seeds to accelerate growth in your company and sustain that growth far into the future.In this completely practical guide Janet Rubio and Patrick Laughlin introduce the Direct Impact Growth System (DIGS), which has spurred growth at Dell, Xerox, Mercedes-Benz, and other major firms. They explain how DIGS helps you focus your company's energy on its most profitable customers and, in ten clearly defined steps, they show you how to implement this comprehensive system and power your way to unprecedented growth.You'll learn how to build value segments by defining corporate objectives; organizing your customer information; and building and leveraging long and strong relationships with your best customers and prospects. You'll discover a value segmentation technique that tells you exactly which customers to pursue most vigorously to generate exponential growth. You'll also find out how to maximize growth through organizational magnification and marketing and sales execution.Complete with a directory of resources that you can use to supplement your company's specific implementation of DIGS, Planting Flowers, Pulling Weeds puts you in complete command of the most potent and effective relationship marketing system ever devised.
Introduction: The Need to Know Customers1Pt. IBuilding the Value SegmentsOverview: It Takes a System25Step 1Defining Your Corporate Objectives47Step 2Collecting and Storing Your Data65Step 3Assessing and Analyzing Your Data85Step 4Placing People in Value Segments99Pt. IIImplementation and ExecutionStep 5Planning to Capture Value129Step 6Organizational Magnification147Step 7Marketing Execution165Step 8Sales Execution189Pt. IIIEvaluation and ModificationStep 9Metrics217Step 10Closing the Loop235App: Resources253Index265
