Whenever new books come out on the topic of PSF management and marketing, I am always eager to pick them up and see what new insights can be gathered from the material presented. Often times, I am left disappointed. Not this time however. Lowe, who runs Expertise Marketing in the US, has produced a book that is both insightful and different. Full of rich anecdotes and in-depth case studies, The Integration Imperative makes a strong case for ditching functional silos and getting marketing and practice development working more closely together, as well as within the firm as a whole.
There is no doubt that PSF are facing challenging times and Lowe's book addresses one of the major issues facing such firms: how to integrate marketing and BD into the very fabric of the firm. Broken up into 3 sections, she discusses the cultural and structural problems that B2B firms face in truly maximizing the potential effectiveness of marketing and BD within this context. Part III has a number of case studies which allow the reader to see how forward thinking firms are moving towards this reality. Additionally, the author provides a number of templates and frameworks that practitioners can use to help work through their own integration issues. Having read Lowe's previous book, Marketplace Masters, I have come to enjoy her practical and case based discussion that goes beyond mere theory. This new book follows the same process and provides real practical value.
Most importantly, research shows that a high functioning marketing process has a significant impact on PSF performance but most books don't articulate well how you can reach that goal. The Integration Imperative shows in detail the damage that functional silos can do and how one can create a marketing and BD process that is truly integrated into the fabric of the firm. The book is jargon free and easy to follow yet is jam packed with evidence to back up the authors assertions. There is lots of content on the process and skills that need to be developed within the firm and by the individuals involved. They are also listed in detail in the appendices which is most helpful. Lowe also shows how marketing and BD are different but how they need to work in unison. This has always been one of my major gripes in Asia that PSF don't recognize the difference between marketing and BD and hence roll the two together but without acknowledgement to the different processes often involved in both. Such people would do well to read this book and learn once and for all that proper integration (and not in name only) is crucial to firm success.
This book is unusual because it is one of the only books I have read that goes into significant detail about how PSF can eliminate functional silos and create better functioning firms. I have to tip my hat to Suzanne because the book is detailed, practical, and different, and that is a combination that should make any practitioner involved in B2B and PSF management want to consume it as soon as possible. I have no doubt that anyone who does read it will gain a great deal and be able to readily apply the ideas to their own situation. Great book Suzanne!
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