Sustained, profitable growth is increasingly uncommon for B2B companies as they face changing market dynamics and the threat of digital disruption. This book guides B2B leaders along a step by step path to uncommon growth through three transformative shifts:
The Digital Selling Shift to digital demand generation
The Digital Experience Makeover to digital customer engagement
The Digital Proposition Pivot to data-powered, digital solutions
Prioritizing customers over technology is the key to success.
The current paradigm of technology-led transformation is a recipe for failure. Successful digital transformation puts technology at the service of customers.
Rich case studies from Maersk, Michelin, Adobe, and Air Liquide with best practices from IBM, Salesforce.com, Thyssen Krupp, and scores of leading B2B companies illustrate how putting customers at the heart of digital transformation drives uncommon growth.
Fred and Joerg map the route from customer insight to in-market implementation in four steps:
Where to Play
Identify top customer growth opportunities
How to Win
Build the strategy to win customer preference
What to Do
Effectively deliver the strategy
Who is Needed
Assemble the team to make it happen
Read chapter one.
Download chapter one, Digital Transformation and Uncommon Growth
The Authors
Fred Geyer is a senior partner at Prophet, one of the world’s leading digital transformation consultancies. He has helped B2B clients in the financial services, healthcare, and technology industries – including Zurich Financial, AXA, Johnson & Johnson Medical Devices, Medtronic, and Avery Dennison – undertake customer-first transformations and address the challenges of digital disruption. Fred’s prior experience as president of Crayola Canada and chief marketing officer, North America, of Electrolux Floor Care, enables him to bring a practitioner’s perspective to making digital transformation work in the real world.
Joerg Niessing, a member of the faculty at INSEAD, is a globally recognized expert and strategic advisor on digital transformation, digital strategy, customer-centricity, and data analytics. He is the program director of INSEAD’s flagship programs “B2B Marketing Strategies” and "Leading Digital Marketing Strategy." Over the past five years, Joerg has engaged with more than 3,000 executives from a wide range of companies in Europe, the Americas, the Middle East, and Asia, including Google, Kone, Roche, Maersk, Michelin, IBM, Thales, PwC, and Kion. Joerg’s prior experience as head of Prophet’s Insight and Analytics practice, along with his previous work as a marketing data scientist, inform his insights on ensuring that digital transformations are data-driven, customer-centric, and drive sustainable growth.
“This book illuminates the secret sauce of digital transformation in the B2B space—The thrust should come from customers and how digital could improve their experience and relationship with the brand.”
— David Aaker, renowned brand strategist and bestselling author of Owning Game Changing Sub-Categories
“This is a great guide to applying best practices to the formidable challenge of digital transformation in complex markets and supply chains. It provides the tools leaders need to move ahead.”
— Dr. Lars Brzoska, Chairman of the Board of Management, Jungheinrich”
“This book touches on the hottest topic in B2B business transformation, offering a compelling framework to understand the nature of the challenge in one’s context and a path to success. A thought provoking must read for all B2B executives.”
— Vincent Clerc, CEO of Maersk Ocean and Logistics
“By providing case examples and step by step assistance in determining where to play, how to win, what to do and who to win, this book fulfilled my need for inspiring and pragmatic transformation guidance.”
— Lindy Hood, Chief Customer Experience Officer, Zurich Financial North America