From collaboration to partnership – customer strategy as a driver of B2B business

Geopolitical tensions, rapid technological development, growing sustainability requirements, and constantly evolving customer needs are shaping the B2B operating environment. Customers now expect more from their partners than ever and, combined with the change in the way we work, a new approach to managing customer relationships is needed.

Success in sales is critical for every company. As the operating environment changes, customer priorities may also shift: an entirely new or rising segment of strategic importance may emerge.

What do B2B customers value in their partners, and what should be considered in your customer strategy?

• Strategic support for business development.
• Insight into their customers’ needs, the market, and data to support decision-making.
• A focus on results and shared, measurable goals (e.g. revenue, efficiency, profitability, customer experience, sustainability).
• Joint brand building to stand out and generate demand.
• Responsibility and sustainability, backed by concrete data.
• Reliable delivery and quick response, with transparent and proactive communication
• Agile solutions that adapt to changing needs.

At the same time, B2B decision-makers expect partners to help simplify their everyday operations. Easy accessibility and seamless service journeys are increasingly important: according to Gartner 77 % of B2B buyers see smooth buying processes and self-service channels as key factors in partner selection. Gartner estimates that up to 80 % of B2B sales will take place via digital channels by 2025.

Key elements of a customer strategy

What do you need to consider to build an successful customer strategy?

1. Customer relationship ambition.
What is our role with our customers? What customer value do we provide, what is the level of partnership, and what is the desired experience?

2. Segmentation and prioritisation.
Which customer groups are strategically most important and why? Where is the greatest growth potential? How will we achieve our goals?

3. Development areas
What are the key areas for improvement to achieve the target state? What capabilities, skills, and tools are needed? Where are the biggest pain points and opportunities?

4. Customer relationship management model.
How do we ensure smooth collaboration internally across marketing, procurement, product development, and business functions?

5. Objectives and metrics.
What are the main objectives and performance indicators? How do we translate these to action?

6. Foresight and continuous customer insight.
How do we identify weak signals, needs, and pain points at the customer interface and use them to drive business development?

Read more about customer insight in our our previous blog.