Title Stand-Out Marketing
Subtitle How to Differentiate Your Organization in a Sea of Sameness
Author Simon Kelly, Paul Johnston, Stacey Danheiser
ISBN 9781789664829
List price GBP 29.99
Price outside India Available on Request
Original price
Binding Paperback
No of pages 264
Book size 159 x 235 mm
Publishing year 2021
Original publisher Kogan Page Limited
Published in India by .
Exclusive distributors Viva Books Private Limited
Sales territory India, Sri Lanka, Bangladesh, Pakistan, Nepal, .
Status New Arrival
About the book Send Enquiry


“Based on highly credible, thorough research, this pragmatic book deals with an age-old problem of how to give customers something of stand-out value that they are prepared to pay for. I commend it to you.”

Professor Malcolm McDonald, Emeritus Professor, Cranfield University School of Management


“It’s increasingly hard for businesses to differentiate themselves in today’s hyper-crowded marketplace. Far too many companies are pumping out the same bland messages that fail to resonate with customers. This excellent book equips sales and marketing professionals with the capabilities to stand out in this ‘sea of sameness’.”

Nick de Cent, Editor-in-chief, The International Journal of Sales Transformation


“For organizations to stand out they need people to stand out. This book offers invaluable advice, based on credible research, about how your marketing and sales professionals excel now and into the future.”

Clare Kemsley, Managing Director, Hays Marketing, UK and Ireland


“Makes you look in the mirror and identify some potentially uncomfortable truths, while providing some fantastic insights on sharpening your clarity and cut through to target customers. A book I would highly recommend and will often come back to.”

Tom Craig, CEO, Craig Roxburgh Consulting


“Great to find a book that recognizes that to give customers something meaningfully different, you need the people competencies and the leadership to be able stand out from the crowd. A must-read for sales and marketing leaders who want to develop the talent to set their organization apart.”

Andrew Crouch, CEO, UniTek Global Services


“The fact that organizations all seem to offer the same things that don’t appear to help customers, often means customers are paralyzed as the choice becomes too difficult. If you want to find out how to help your organization develop the competency to swim away from this ‘sea of sameness’ and differentiate yourself, you must read this book!”

Colin Shaw, CEO and Founder, Beyond Philosophy


“Top-performing companies that get ahead of the competition have great alignment between sales and marketing rooted in customer thinking. I commend this book as it provides great clarity for both marketing and sales leaders about the competencies required to develop and deliver outstanding customer value.”

Andy McFarlane, Value Creation Executive, Telstra


“How do we get customers to choose us over our competitors?”In a crowded market it’s imperative to demonstrate that you understand what your customers value and can communicate how you can solve their problem better than the competition.

Stand-out Marketing presents original research which compares the content produced by organizations in a range of sectors which demonstrates that customers are left swimming in a “sea of sameness” by copycat marketing that makes choice difficult.

On the back of this unique and fascinating research, Stand-out Marketing sets out a framework of five competencies for business leaders, marketing and sales professionals to successfully differentiate themselves from competitors. These include seeing the next competitive move, staying in tune with your customers and becoming indispensable to them, activating and evaluating initiatives, as well as building an organizational culture which enables these competencies. Featuring interviews with industry experts, tools and exercises throughout, Stand-out Marketing is an essential resource to help companies stand out, deliver genuine value, and achieve competitive advantage.


Key features at a glance:

  • Presents fascinating original research comparing the websites and social media feeds of over 30 organizations from various sectors, proving how consumers are dealing with a ‘sea of sameness’ with many of them saying the same thing
  • Offers a clear, seven-step, values-based framework that will help organizations break away and differentiate themselves from the competition
  • Helps companies identify the exact capabilities, attitudes and behaviours that need to be adjusted to escape the ‘herd instinct’, enabling them to meet consumers’ needs more effectively, and therefore stand out from the competition
  • Helps organizations create differential value for their customers, by re-focusing on the consumer and the kinds of solutions they want, rather than the kinds of solutions the organization has traditionally offered


List of figures and tables

About the authors

Foreword by Professor Malcolm McDonald




Chapter 01. B2B organizations are stuck in a Sea of Sameness • Why should a customer choose YOU? • Research reveals customers are stuck in a Sea of Sameness • Not just a telecommunications industry problem • Recognizing the Sea of Sameness is everywhere • Following the herd • References and further reading

Chapter 02. Why does sameness happen in B2B marketing? • Introduction • Why does sameness happen? • Differentiation and distinctiveness: what’s the difference and why it matters to you • What experienced B2B professionals told us about the pursuit of differentiation and swimming away from sameness • Conclusion • References and further reading

Chapter 03. The V.A.L.U.E. competency framework – core competencies for B2B differentiation • V.A.L.U.E. competencies – what are they? • What’s to come? • How do you fare against our competency framework? • References and further reading

Chapter 04. The role of sales and marketing in B2B organizations – what is important? • What is the role of sales? • Sales roles – have you got them covered? • Marketing roles • Marketing roles – have you got them covered? • In summary • References and further reading

Chapter 05. The visionary – competencies for seeing the next competitive move • What do we mean by visionary competency? • Why is visionary competency so important? • Why the difference between individual visionary competency and a corporate vision mission statement matters • What does good look like? • Enabling factors for visionary competency • Derailers of visionary competency • Visionary competency elements • Visionary competency assessment • References and further reading

Chapter 06. The activator – competencies for getting things done • What do we mean by activation competencies? • Why are activation competencies so important? • What does good look like? • Enabling conditions for successful activation • Derailers – what can prevent effective activation? • Mobilizers for activation • Competencies for activation • Chapter summary • References and further reading

Chapter 07. The learner – competencies for staying in tune with your customers • Learning is continuous • What is a learner? • The value of learning • Developing as a learner • Common pitfalls that impede learning • Final thoughts • References and further reading

Chapter 08. Usefulness – competencies for becoming indispensable to your customers • What does it mean to be useful? • Why is being useful so important? • Connecting the dots • What does good look like? Usefulness competencies • Chapter summary • References and further reading

Chapter 09. The evaluator – competencies for making good decisions • What do we mean by evaluator competencies? • Why is evaluation so important? • How well are you evaluating right now? • How good are organizations at evaluating ROMI? • What does good look like? • Evaluator competencies – so what are they? • Chapter summary • References and further reading

Chapter 10. Building a V.A.L.U.E. competency culture • Differentiation is a whole company initiative • So what do we mean by organizational culture? • A V.A.L.U.E. competency culture is an innovative culture • The importance of employee engagement and organizational learning • Things that undermine a V.A.L.U.E. culture • References and further reading

Chapter 11. Using V.A.L.U.E. competencies to stand out from your competitors • The relationship between skills, competency, culture and leadership • Golden threads of stand-out marketing • Who is responsible for competency mapping? • Identifying behavioural indicators of competency • V.A.L.U.E. competency mapping • Afterword • Stand-out marketing • References and further reading



About the Authors:

Dr Simon Kelly has 35 years’ experience in the ICT industry in customer service, sales, and marketing. He pioneered the move from ‘product push’ to ‘value-based’ selling while he was Marketing Director (SVP) at BT. A “pracademic” he has developed innovative marketing and sales skills modules at Sheffield Business School where he was a Senior Lecturer. He is currently CEO of Cohesion Marketing Services and a Principal of Shake Marketing Group and Lecturer in Marketing and Sales at York Management School.

Dr Paul Johnston is a visiting lecturer at Nottingham Trent University, Sheffield Hallam University in the UK and the IESEG management school in Paris. Prior to this Paul spent 20 years in the gambling and electronics games industry with board level roles in competitive strategy, key account management, marketing research, and product innovation.

Stacey Danheiser is CEO and founder of SHAKE marketing group, a strategic marketing consulting firm based in Denver, Colorado. She works with B2B clients to implement integrated marketing strategies and teach them about customer-centricity. Prior to starting her own consultancy, she spent 15 years as a marketing and sales enablement leader at large companies across cable, telecommunications, financial services, and banking sectors.

Target Audience:

This book is for both marketing and sales professionals.


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