Chapter 1

Working Together to Create Value for Customers

B2B Companies Must Contribute to Their Customers’ Success

Ever since the marketing concept was coined, companies are urged to put themselves in their customers’ shoes. But what does that really mean? Many sales and marketing personnel have interpreted this advice as taking the customer as a starting point to figure out which products they need to offer them. In B2B markets, this is exemplified in the concept of derived demand, which uses the demand for end products to work back to the demand for components, raw materials, and even capital equipment. But in practice, all too often this means that sales and marketing personnel still use a product perspective: They worry about how they can ...

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