Читать книгу The B2B Executive Playbook - Sean Geehan - Страница 10

Very few B2B companies have fully engaged and developed substantive relationships with their executive customers. Most companies ignore executive customers, often not realizing how important they are to B2B success. Instead, they focus their relationship-building efforts on lower levels of the customer hierarchy. Other B2B companies relegate relationships with executive customers to their sales and marketing departments. Unfortunately, however, this usually results in an approach to executive customer relationship-building that treats these most important decision makers as sales targets. All of these companies are missing valuable opportunities to drive SPPG.

Companies that adopt a more strategic mindset in their approach to executive customers and in the development of these invaluable relationships can capture six opportunities:

 Market and leadership team alignment

 Strategic insight

 Marketing direction

 Improved sales retention, penetration, and references

 Innovation that is relevant and important to decision makers and a critical mass of the market

 Sustainable, predictable, profitable growth (SPPG)