Archives for January 2012

5 more books for the aspiring Funnelholic

Wow, I had no idea how many personal “thank yous” I would get on my last post on Adam Needles book.  It just proves that b2b marketing is hard to learn and people are craving recommendations.  So, people asked me for a couple more recommendations.  We just moved to a new office, so I pulled out my box of books here at work.  There are probably more in my home shelf so anticipate another “5 more books for the aspiring Funnelholic” post in a couple weeks. I am both a sales and marketing guy, so the books cross both boundaries AND I believe sales and marketing should read them all (remember sales and marketing alignment!).  Here I go:

1. Content Rules by Ann Handley and CC Chapman — Great stuff and written in fun, engaging way.  I honestly didn’t think I would like it, but ended up REALLY liking it.  Content marketing is “the joint” right now, and this book helps understand it and provide tangible actions to take right now.

2.  Ogilvy on Advertising by David Ogilvy — It was my first book and I have kept it close by.  He was one of the original masters and there is so much to learn in there. Another fun read that takes you one day at the beach to get through.

3.  Crossing the Chasm by Geoffrey Moore — It is cliche to even include it on my list, but I had to.  If you are in b2b technology — you have to read it. Period.

4.  Sales Mastery A Novel by Barry Trailer — Ready for this: First interview out of college, I find a dude who was in my fraternity who was a VP at Oracle.  I go in to see him.  10 minutes in he says: “Ok, get a better suit because what you have on is terrible and read this book”.  He handed me Sales Mastery.  The book is cool because it is a fictional story with important points about complex selling. My first sales book!! Count it!

5.  The Greatest Salesman in the World by Og Mandino — It was a recommendation from my buddy Lars Nilsson.  I bought it, looked at the ancient storyline and put it on my shelf for 10 years.  I just read it and now I get it.  Inspiring and important is how I would describe it -read it.

Note: I have no commercial relationship with these people.

Craig Rosenberg is the Funnelholic. He loves sales, marketing, and things that drive revenue. Follow him on Google+ or Twitter

Modern B2B demand generation is failing, seriously.

I never do book reviews, but it is interesting how many times I get asked: “What should I be reading about b2b marketing?”    That is why I am writing today about Adam Needles’ book: Balancing the Demand Equation – it is worth passing along to everyone.


1.  Adam Needles is a friend but we have no commercial relationships with each other.

2.  Would I write a frivolous blog post supporting  friend’s work? No, not really. I really enjoyed it and decided to write about it, but am definetly a little uncomfortable because I don’t really shill. (some people may disagree, but I don’t)

Truthfully, there aren’t very many books out there for b2b marketing or b2b demand generation. I always and will continue to recommend Ardath Albee (I am an unabashed reader of all-things Albee), Jill Konrath (easy to read and fun) and Digital Body Language (not easy to read but a pre-cursor to the Adam’s book in many ways).  Basically,  I have been taking BART into work which means I get to read, and I really dug into Adam’s book.  I am writing because I like it AND I think it’s important.  Why?  It’s a study in the creating a demand generation platform. No, not just technology, but a organizational process that delivers an  always-on, highly efficient, highly effective b2b demand generation platform.

He uses a lot of data points, something that a lot of us in the blogosphere DON’T do (me included).  That helps keep me interested.  If what I am reading is just another one of us shouting about the buyer changing than I am not interested, but providing unique data points I like and this book does a good job of providing that.  There are some real-world examples – another piece lacking in a lot of the b2b marketing blogosphere’s writing (me included) is examples.  There are examples in here written from the view point of the practitioner.  I enjoyed that, and frankly, wish Adam provided more.

The quote at the top of the post is from the book and I loved it.  So there you have it, add another one to your list.

Craig Rosenberg is the Funnelholic. He loves sales, marketing, and things that drive revenue. Follow him on Google+ or Twitter