Strategic priorities of B2B customer management
1st October 2015 | Peter Lavers
What did companies prioritise?
- The first section of the report reveals that, at the overall level, Relationship & value building (farming) takes top priority. However, it is not an emphatic victory – it comes out on top because half the respondents rated it in their top three.
- People & competencies is a strong second overall and Brand & proposition completes the top three, underlining the vital importance of interpersonal skills and staff stability in offering and providing a compelling customer value proposition.
- The two threads that relate to acquisition (hunting and market targeting) come next in the priority list – indeed they are top priority in some regions and sectors.
- Key Account Management (KAM) and Negotiating skills make up the mid-table. These are more sophisticated elements of customer management, suggesting that many B2B companies are still concentrating on getting the basics right.