Trends Report

The State Of Customer Intelligence In B2B Firms

B2B Firms Leave Marketing Value On The Table

September 28th, 2010
Dave Frankland, Vice President, Research Director
Dave Frankland Vice President, Research Director
With contributors:
Emily Murphy , Michael J. Grant

Summary

Although both B2B firms and B2C firms leverage Customer Intelligence (CI), they don't capture, manage, analyze, and apply data in the same way. Looking at data from our Q2 2009 Global Customer Intelligence Online Survey, we found that although both B2B and B2C firms leverage CI for many functions, B2B firms emphasize marketing to a lesser extent. With a more disjointed focus, B2B firms create an opportunity to elevate their Customer Intelligence maturity.

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