From Books to the Field turns marketing and sales theory into practical, field-tested frameworks — covering customer personality, market segmentation, SWOT, competitor mapping, sales management, and branch/portfolio decisions.
How the RPOS model separates account potential from your current position to allocate sales resources where they pay off.
From Books to the Field: The RPOS Model for Sales Management and Key Account Allocation Read More »
Using the modified BCG matrix to classify branches and stop spreading investment equally across every location.
A field framework for reading customer personality types at first sight—without mistaking a first impression for a diagnosis.
22 diagnostic questions to answer before you write a SWOT analysis, so the matrix reflects reality instead of guesses.
From Books to the Field: 22 Questions to Ask Before Writing a SWOT Analysis Read More »
A Segment × Competitor Map that shows which customer segments each competitor is trying to own.
From Books to the Field: The Market Segment × Competitor Map Read More »
Sixteen practical tests to select a target segment that is reachable, profitable, and defensible.
From Books to the Field: 16 Tests for Selecting the Right Target Segment Read More »
The pure vs. transformed personality model: a cumulative view of how customers’ personalities change over time.
Seventeen segmentation lenses to slice your market beyond demographics into actionable customer differences.
From Books to the Field: 17 Lenses for Market Segmentation Read More »
The three personality states that emerge under pressure and how to adapt your approach to each.
From Books to the Field: The Three Personality States Under Pressure Read More »