Summary
Dramatic changes in buyers’ behavior, evolving business models, and fast-paced technology advances mandate a shift in how B2B companies design their strategies and engineer and operate their organizations. Companies must replace strategies built on extracting value from markets with a pervasive culture of creating, delivering, and enabling customer and buyer value consistently across the customer lifecycle. B2B companies must build, run, and constantly optimize a customer-obsessed growth engine to plant a future foothold on the path to profitable, predictable, and sustainable growth.
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