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Based on the title provided, you are likely referring to by Lisa Shepherd.
: Increasing profits often involves optimizing costs for low-value customers while introducing loyalty programs for high-value segments.
Reviewers and business experts often highlight the book's accessibility for those who "wear the marketing hat" by necessity rather than training. How to gain customers and increase profits with...
: The book provides tangible tools to support the sales process and improve company perception alongside the sales funnel.
: Building word-of-mouth through industry events and publicizing your subject matter expertise through webinars or workshops. Based on the title provided, you are likely
: Shepherd introduces a framework centered on the "Three Cs"— Company , Customers , and Competition —to help businesses find their market sweet spot.
: It details how to fill the top of the sales funnel through targeted "awareness activities" and lead education. : The book provides tangible tools to support
This book is a practical, 215-page guide designed for B2B company leaders and non-marketers who need to drive growth without a massive budget. It focuses heavily on "pragmatism over theory," offering actionable steps to build a marketing engine from scratch.