No Forms. No Spam. No Cold Calls.

INTRODUCTION

The original idea for this book was an initiative I called Project Bold Moves—an experiment in which we would test out a no-forms, no-spam, no-cold calls approach to the prospect experience. Our mission was twofold: (1) to figure out how to put these ideas into practice and (2) to make sure they would really work. But I always had a third part of the mission in the back of my head: To create the book you're holding right now.

That third part of the mission was inspired by another endeavor I took on around the time we started Project Bold Moves: advising companies and chief marketing officers (CMOs) on how to thrive in this new world of selling and marketing. In my work with them, I found myself repeating the same examples, sharing the same templates, and answering the same questions over and over. How do you roll out new messaging? What about a marketecture and category design? What key things do you measure? What's the makeup of your go-to market plan?

I kept thinking I should write it down and have it all in one place, if only to save myself the countless hours I spent digging around and emailing long explanations to everyone asking the same questions. But I also knew that what was really needed was something more comprehensive and thorough to help navigate all the changes in technology, roles, and expectations. It was time for a definitive guide to modern account engagement. I know that I would have loved to have had such a guide when I was figuring it all out. ...