Although they are striving for customer obsession, B2B organizations are having interactions with buyers and customers that are characterized by internal objectives and goals that benefit the organization rather than its customers. As a result, buyers and customers are becoming increasingly frustrated by interactions that produce friction, weaken relationships, and result in missed opportunities rather than added value. This report explores the four areas where B2B firms can drive customer obsession and achieve strong, sustainable customer relationships: company brand, revenue enablement, a future fit technology stack, and the right performance metrics.