In the new tradition of more accessible micro articles, this review is 117 words:

Assigning sole responsibility for lead generation to marketing is abdication. While this book offers wisdom for marketers, it also delivers solid science to support sales prospecting.

If marketing doesn’t produce enough leads and sales people fail to make up the difference, this book provides extensive help for both.

A few things I thought particularly notable:

• Integrating value propositions with the customers buying process
• The message map on page 65
• Developing sales and marketing pipelines separately
• Comprehensive integration of new and traditional methods

If you generate your own leads or if you want to make marketing and sales functions work together, Lead Generation for the Complex Sales offers and accessible and thorough guide.

Micro book review by Clive Miller

ISBN 13: 978-0-07-145897-9