5/17/2013

Business-to-business marketers are starting to understand the value of customer experience to the point where half of the largest B2B firms want be their industry's leader in the category in three years, Aimee Lucas writes. But to emerge from the silos of day-to-day operations, companies "need to build repeatable, systematic processes for gathering, analyzing, and taking action on customer insights" and develop a client-centric approach, Lucas writes.

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