Bev Burgess is founder and Managing Principal at Inflexion Group, which delivers thought leadership, consulting and training to companies on account-based growth. She has held senior marketing roles at British Gas, Epson and Fujitsu and headed ITSMA's global Account-Based Marketing (ABM) practice and European business. Based near London, UK, she is also the author of A Practitioner's Guide to Account-Based Marketing and Executive Engagement Strategies, both published by Kogan Page. Tim Shercliff is co-founder and Managing Director at Inflexion Group. Previously a Strategy & Marketing Director at IBM, he has consulted and worked with companies including Accenture, CSC, Fujitsu, Micro Focus and Nationwide Building Society. He is based in Kent, UK.
"In business life, I cannot think of anything more satisfying than
creating value for customers and, in the process, creating value
for all stakeholders including the Planet. A few years ago, when
Account Based Marketing first emerged, I said that it was a
paradigm shift for the marketing domain. I have not changed my
view. Please read this book to find out why. Incidentally, both
authors are brilliant."
*Professor Malcolm McDonald MA(Oxon) MSc PhD DLitt DSc, Emeritus
Professor, Cranfield University School of Management*
"Delivering sustainable, profitable growth from your most important
customers should be a key part of your strategy. The authors bring
their decades of pragmatic experience to bear, laying out why it is
so critical to focus on this topic and how to go about it. Read
this book; it might well make you re-think your whole approach to
profitable growth"
*Kevin Loosemore, Chairman, De La Rue*
"Customer success evolved from the idea that a strong relationship
with your client matters. Now it's great to finally see a book
focused on building those relationships with your most strategic
clients holistically. This book takes the virtues of the customer
success revolution and builds on it with the other key elements -
account management, account-based marketing, and executive
engagement - while offering a comprehensive guide with insights
from top market leaders."
*Nick Mehta, CEO, Gainsight*
"In the subscription economy, retaining and growing with your top
customers is essential. Bev Burgess and Tim Shercliff have
researched this topic, laid out a framework for account-based
growth and explain the challenges that need to be overcome, with
the benefit of viewpoints and case studies from across the
technology industry. Whether you're a high growth software company
or a more mature technology services company, there is something in
this book for you."
*Sue Barsamian, Board Member*
"I'm a passionate believer that your company's future prosperity
depends on how well you treat a relatively small proportion of your
customer base. Get this right, lining the whole company up behind
the go-to-market team, and you will prosper. It sounds easy. It
isn't. This book explains how to drive profitable growth,
co-creating solutions with your best customers and turning them
into advocates that help you win your next top customers. A must
for CROs."
*Jon Hunter, CRO*
"Focusing in on your most important customers is vital for your
future growth. This book explains how to go about it, in clear and
practical terms. A must for all CMOs."
*Fran Wilson, Chief Marketing Officer, Boomi*
"Bev Burgess and Tim Shercliff have produced the must-have guide on
Account-based Growth. This valuable business bible provides a
no-nonsense approach to maximizing the potential of your top
accounts and growing your business. It stands out from the crowd
because it not only provides clear guidance on how to align and
optimize internally to get the best results in this volatile
market, it also helps leaders navigate the very real and unique
cultural and societal issues businesses are facing today."
*Stella Low, Chief Corporate Affairs and Communications Officer,
HP.*
"If you believe that selling to existing customers is easier than
attracting new ones, this book will help you understand who your
most important existing customers are, and how to sell more to
them."
*Mike Phillips, Senior Independent Director and Audit Committee
Chair, Bytes Technology Group*
"This book wonderfully summarizes the importance of strategic
accounts to your business and to your top clients. You know the
80/20 rule...well now it's about the 50/3.5 rule! Bev and Tim build
the business case and provide the practical examples from both the
supplier and the client's perspective. This serves as a guide to
help change your mindset and develop a plan to grow your account as
a "market of one". This is a must read for those of us dedicated to
focusing on our top clients for the long haul. Bravo!"
*Denise Freier, President and CEO, Strategic Account Management
Association*
"When Bev Burgess codified and defined Account Based Marketing in
2003, she was way ahead of her time. It's taken many of us in B2B
marketing and sales the best part of two decades to catch up with
her. Her latest book (co-written with long-time collaborator Tim
Shercliff) is similarly visionary, simultaneously elevating and
reinvigorating the conversation around key accounts, their
criticality to so many B2B organisations, and how to manage them.
In essence, it's nothing short of a manifesto for why we need to
shake up B2B sales and marketing once more to align with the
unavoidable new business realities of 2022, and the challenges of
operating in the post-Covid world. This is no work of theory or
conjecture - it's packed full of real-life testimonies and case
studies, and evidence-based strategies for how to turn these ideas
into reality. Read it now and be ready for the future of B2B."
*Joel Harrison, co-founder and Editor-in-chief, B2B Marketing*
"Bev Burgess has established herself as the leading light on client
relationship marketing in all its dimensions within the
business-to-business sector. The growing complexity of working
relationships, between both institutions and individuals, requires
new thinking that goes beyond the original idea that 'account-based
marketing' is all that is needed to bridge the gap between
marketing and sales. Bev and Tim's new book explains why treating
client relationship development as a total business concept,
requiring the attention, effort and focus of all parts of the
organization is necessary to ensure mutual, sustainable value."
*Dr. Charles Doyle, Global Chief Marketing Officer, Arup*
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