Trends Report

The Four Areas B2B Marketing And Sales Leaders Must Address To Deliver On Customer Obsession

Brand, Revenue Enablement, Technology, And An Outside-In View Can Build Or Erode Customer Value

February 1st, 2023
Christina Schmitt, Principal Analyst
Christina Schmitt Principal Analyst
Paul Ferron, VP, Research Director
Paul Ferron VP, Research Director
With contributors:
Amy Hayes , Laura Koetzle , Barry Vasudevan , Helen Gilroy-Powell , Julia Swerdlow , Kate Pierpont

Summary

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.

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