Customer-obsessed B2B companies outperform non-customer-obsessed ones in revenue growth, profit, retention, and employee engagement. It’s no wonder that B2B leaders view customer obsession as an ideal state. But the desire to be customer obsessed does not equate automatically to success. In this report, we demonstrate how companies with a strong customer focus set themselves apart from the less mature pack through deliberate decisions on goal alignment, resource allocation, innovation, and attention to the employee and intermediary experience.