Praise for The Accidental Marketer
An essential read for scientists and engineers who want to bring their inventions to market. The Accidental Marketer presents a valuable toolkit that should lead to better partnerships with marketing colleagues and drive results with customers.
Beth Comstock, CMO, GE
Spitale and Abbazia have written a very useful book, chock–full of interesting case studies. Easy to read, insightful and thought–provoking. These first–time authors are obviously very experienced marketers.
Don Peppers and Martha Rogers Ph.D., coauthors of Extreme Trust: Honesty as a Competitive Advantage
As we look for ways to differentiate and grow the business, I believe it is critical that our marketing and commercial organization have strong strategic marketing skills. These tools provide them with the right level of structure and discipline, and help them have an outside in mind–set. Additionally, this sound process, if adopted as an organization, can enable marketers from different backgrounds and geographies to have a common approach and language to exchange ideas.
Alejandro Bernal, Executive Vice President and Area President, Europe, Africa, and Middle East Region, Zoetis
For the past 10 years, my work with the authors has centered on aligning leaders around common goals and developing winning strategies. I found the model to be highly successful. The Accidental Marketer contains a clear and concise agenda for businesses that want to thrive in a world experiencing constant change.
Bryan C. Hanson, Group President, Medical Devices and U.S., Covidien
Marketers can t rely on intuition to compete in today s dynamic markets. They need proven tools to lead their cross–functional teams in testing their assumptions, uncovering insights, and determining how to satisfy target customer needs better than anyone else. This book is an ideal resource for doing all of this and more. If you are an Accidental Marketer, this book is a must–read.
Robert Baker, Marketing Excellence Team, Pfizer Inc.
Tom Spitale and Mary Abbazia are marketing consulting veterans with a unique way of conveying sage marketing advice in a compelling and convincing manner. The Accidental Marketer provides an excellent and very applicable step–by–step framework for designing robust marketing strategies for any industry, whether B2B or B2C. To the point and easy to read, the book is filled with simple but powerful planning tools to help answer key strategic marketing questions. In addition, the authors discuss many memorable case studies from a variety of industries to drive their point home. A must–read for anyone with new marketing responsibilities.
Michel Tuan Pham, Kravis Professor of Business, Columbia University
Chapter 1: Who Moved My . . . Customer? 1
Key Question: How can we detect shifts in decision–making power before our competitors do?
Featured Case: The Simple Concept behind Dell′s Success in the PC Market
Power Tool: Influencer Map
Chapter 2: The Fountain from Which Great Marketing Flows 15
Key Question: How can we turn data into insights?
Featured Case: How Holiday Inn Express Inspired Price–Conscious Travelers to Pay More
Power Tool: The Benefits Ladder
Chapter 3: Are You Making Lukewarm Tea? 37
Key Question: How do we capitalize on differences in customers needs?
Featured Case: Quidel How a Medical Diagnostics Marketer Blew Up Its Average Product and Got a Positive Result
Power Tool: Needs–Based Segmentation
Chapter 4: What Business Are You Really In? 57
Key Questions: What business are we in? Who are our direct and indirect competitors?
Featured Case: How Southwest Fooled Other Airlines into Thinking They Were the Competition
Power Tools: Market Tree and Competitor Analysis
Chapter 5: Who Do You Love? 73
Key Question: How do we align in determining which opportunities are most attractive to our organization?
Featured Case: How Enterprise Picked Up the Number 1 Market Share in Rental Cars Power Tool: Segment Attractiveness
Chapter 6: What Were They Smoking? 93
Key Question: What are our strengths and weaknesses relative to customers other options (competitors) through the eyes of our customers?
Featured Case: How Using an Ability to Win Analysis Could Have Saved Volkswagen Millions
Power Tool: Ability to Win
Chapter 7: The Magnetic Effect of Focus 115
Key Question: How do we prioritize and focus on the most important markets and segments?
Featured Case: Apple Demonstrates How Aiming at a Tight Target Leads to Massive Profits
Power Tool: Strategic Position Analysis (SPA) a.k.a. The Prioritizer
Chapter 8: Viva la Differentiation 131
Key Question: How can we "change the game" in our favor and maximize our potential in the market?
Featured Case: Three Differentiation Strategies, Including How Nike Convinced Us That Sneakers Are a Fashion Item
Power Tools: Differential Advantage with Future State Ability to Win
Chapter 9: A Positioning Statement Is a Terrible Thing to Waste 155
Key Question: What image or perception do we want to own in the customer s mind?
Featured Case: Understanding How the Mind Works to Powerfully Position Your Product
Power Tool: Positioning Statement
Chapter 10: Reinventing a Commodity 173
Key Question: How should we develop our offer to make our positioning come alive?
Featured Case: How Starbucks Is Able to Fetch $2.75 for an 8–Ounce Latte
Power Tools: Value Proposition Idea Catcher and Perceived Value Analysis (PVA)
Closing Remarks 197
TOM SPITALE has spent the last 20 years studying and unlocking the mysteries of marketing success. As a speaker, consultant and trainer he has launched thousands of strategic initiatives and plans in the Americas, Europe, and Asia for Fortune 500 companies and for lesser–known organizations in highly–specialized markets.
Tom creates tools and frameworks that his clients use in workshop settings, helping them uncover the keys to differentiating their products and services in as little as two days. His goal is to help elevate the role of marketers in the modern organization to be the orchestrators of company strategy.
Prior to his consulting career, Tom held a variety of marketing, pricing, and actuarial positions for Walmart, General Electric, and Great American Insurance Company. He is a husband, father, entrepreneur, investor, musician, golfer, sports fan, spiritualist, and cook.
MARY ABBAZIA is Managing Director of Impact Planning Group where she guides global clients to grow profitably. She focuses on developing their marketing skills and creating fresh dynamic strategies. Mary also teaches at Columbia University School of Business Executive Marketing Program and at the California Institute of Technology
Mary started her career at Intel and was Vice President of The BASES Group, where she forecasted new products and services. Over the past 25 years, her passion has been maximizing clients potential. She has worked across virtually all industries as a speaker, executive educator, and business coach. Her practical approach and real–life experiences, combined with proven frameworks and tools, give clients real results. In addition, teams gain alignment and common language.
Mary received her Bachelor of Science in Managerial Economics from the University of California at Davis and her MBA from Golden Gate University in San Francisco, CA. She lives in Connecticut with her family and enjoys hiking and learning about different cultures.