Consumer companies ‘know’ their customers – who they are, what they buy, when and why they switch brands, what motivates them, and how much they are worth – in an increasingly granular way. Many B2C firms are driving towards ‘segments of one’ in how they target and engage customers to win business. By contrast, B2B companies tend to view the world through a product and end market lens, with actionable customer insight on where and how to grow profitably often underdeveloped. This creates a big untapped opportunity to reignite growth in what are often slow growth markets. To read the article, click here.
Strategy teams: Delivering value in the downturn
During recessions, management teams tend to prioritise operational efficiency and delivery; typically, big-picture thinking takes a back seat. This presents a...