Читать книгу The B2B Executive Playbook - Sean Geehan - Страница 12

Because executive customers are the leaders of their companies, they face many of the same business challenges with which B2B executives grapple. Both must make the same hard decisions involving investment trade-offs, prioritization, budgeting strains, and resource limitations—and they must make them in good time and deliver returns that justify their decisions. Executive customers not only relate to the challenges B2B sellers face, they also have the expertise in the industry to offer tangible strategic insight on how to address them.

When this insight, experience, and knowledge is combined with the internal expertise of a B2B leadership team, it creates a springboard for solving what often seem to be intractable management problems. And of course, the market insights of executive customers, individuals who have the most B2B buying clout, are unparalleled. They bring new perspectives and fresh ideas that give B2B leadership teams the clarity and confidence they need to make bold strategic decisions.

As Lisa Campbell, the general manager at Autodesk’s geospatial business unit attests, “Our customer executive programs have been instrumental in both our business and product planning. They have impacted so many areas of our business and have definitely changed our approach and our results in positive ways.”