One to One, B2B Customer Development Strategies for the Business–to–Business World

"Information technology is changing the way businesses manage sales forces and customers. [Managers] now carry a laptop and links to some very expensive data systems. As firms incur these expenditures, they need a guiding philosophy. This book lays out, clearly and passionately, a vision for B2B customer relationship management systems."
JON DEIGHTON, THE HAROLD M. BRIERLEY, PROFESSOR OF BUSINESS ADMINISTRATION, HARVARD BUSINESS SCHOOL

PRAISE FOR THE ONE TO ONE FIELDBOOK
"If your company is launching a customer–focused strategy, give this book to all of your transition players – it sets the agenda."
FORTUNE

PRAISE FOR ENTERPRISE ONE TO ONE
"Five Stars!"
THE WALL STREET JOURNAL
"Look no further... a practical business model for operating in an online interactive world."
MARTIN NISENHOLTZ, PRESIDENT, THE NEW YORK TIMES ELECTRONIC MEDIA COMPANY

PRAISE FOR THE ONE TO ONE FUTURE
"Book of the Year."
TOM PETERS

"Unusual insight into how marketers can serve each other and every customer."
REGIS MCKENNA, AUTHOR, CONSULTANT, REGIS MCKENNA, INC.

Acknowledgements

Foreword, by Geoffrey Moore

Chapter 1: The Once and Future Business Strategy

Chapter 2: The Real Economy

Chapter 3: Dell: The Automated Relationship

Chapter 4: Bentley Systems: Preaching to the Choir

Chapter 5: Convergys: Racing for the Best Clients

Chapter 6: Novartis CP: Rediscovering the Customer

Chapter 7: Lifeway: A sense of Mission

Chapter 8: Virtual B2B

Chapter 9: Return to the Future

Endnotes

Recommended Reading

Index

Globally respected thought leaders, futurists, and management consultants, DON PEPPERS and MARTHA ROGERS, Ph.D., are the authors of four business best sellers: The One to One Future, Enterprise One to One, The One to One Fieldbook (Co–authored with Bob Dorf), and the One to One Manager. Their company, Peppers and Rogers Group, is the worlds pre–eminent customer–focused management consulting and training firm, with offices on six continents and dozens of B2B and B2C arenas.

Before teaming up with Dr. Rogers, Don Peppers was a celebrated Madison Avenue rainmaker and CEO of a major direct marketing agency. Martha Rogers is adjunct professor at the Fuqua School of Business at Duke University and leads multiyear, multi–million–dollar research efforts in the emerging CRM field.

In this book, the authors argue persuasively that in the broad arena of business-to-business commerce, organizations will rise or fall on the basis of their abilities to cultivate one-to-one relationships with their customers.