新商业格局下适应性企业增长与韧性构建指南

EXECUTIVE SUMMARYTHE FUTURE OF B2B It’s a wild time to be leading a B2B business. ccelerated by the COVID-19 pandemic, but brewing for years prior, customerexpectations are changing, supplier dynamics are in flux, sales organizations areset for a remix, and a wave of new technologies and data analytics tools are justwaiting to assist with your competitive advantage— if your organization can operationalizethem quickly enough, that is.A The reality is that adapting to this changeis hard, but not impossible. As a B2B leader,tackling hard is in your DNA. You power cities.You power economies. You transport food totables. Hard has never meant impossible. 1.Challenging the traditional normsof how relationships and trust arebuilt throughhybrid customerrelationships. 2.Developingnetworked ecosystemsfit for continuous growth:fromtraditional routes to market, tounconventional direct to consumer,ecommerce, or “frenemy” partnerships And now the events surrounding theglobal pandemic have spawned a periodof revolutionary change, challengingeven the most hardened B2B leaders.Through our conversations and proprietaryresearch, we’ve identified a future-forwardleadership approach we’re calling AdaptiveBusiness: customer-centric businesses thatsucceed through adversity by adaptingquickly and confidently to the newbusiness landscape. 3.Creating more meaningful customerinteractions and piloting biginnovations through thenew normof next-gen technology 4.Championing social and environmentalchange through active andinfluentialplanet and social forward actions The results of our analysis are lessons learnedand a playbook that any leader can harnessto continuously revolutionize their businessfor any number of challenges that come theirway in the future. Those that fail to change inthis new world will be left behind. Through each business strategyprovocation, we’ll discuss the actionsthat business leaders can take, includingthe new implications for marketing andcustomer engagement for the future ofAdaptive Business. In this report we’ll explore these changesand show how any business leader can drivethe future of the Adaptive Business by: Contents The changing B2B landscape 4 4 key strategies to drive business growth through adaptation11 Hybrid Customer RelationshipsDynamic Partner NetworksNext-Gen TechnologyPeople & Planet Forward1218243101020304 Conclusion36 Your readiness assessment 38 THE CHANGINGB2BLANDSCAPE How Did We Get Here? The pandemic accelerated change, yes, but the disconnect runsdeep between what customers want and what companies provide. Add the no-rules new-rules from the pandemic, and thesemarket tensions are boiling over. 65%of buyers prefer to skip sellersin research. As a result, 41% willbuy online instead.[2] 80% of companies think theirservice is superior. Just 8% ofcustomers feel the same.[1] Marketing decision makersmust know their customers but50%have not conducted anyresearch on them in the last12 months.[1] 40% believe their brand promise isnot customer-centric. Meaning thebrands are not focused on what thecustomer needs or wants.[3] Signals of changeare everywhere WHAT B2B BUYERSARE BRINGING HOW B2B SELLERSARE REACTING OVERCOMING INERTIA CHANGING EXPECTATIONS B2B is known for being slow to change,keeping to familiar channels andcommunications—getting investment tochange can be a challenge, but is morenecessary than ever. Desire to work with businesses in an easier,more direct and personal way; in addition,they expect to have more personalized anddigitized experiences. EVOLVING DYNAMICS MARKETING TRANSFORMATION There is a shift in the balance of powertoward the buyer, who expects moreautonomy in the sale direction anddecision making. A series of recent shifts are signalingan evolution in B2B marketing—fromdigital mega events, to data-drivenpersonalization, to ABM experiments. B2BUYER THINKING CUSTOMER CENTRICITY Understanding buyers' behaviors andneeds has never been more critical;how do businesses become morepeople-centric in their B2B selling? Pace of change has been spurred on bychanging buyer behaviors and needs—this started pre-pandemic, but is nowaccelerating at a rapid pace. Recognizing halfmeasures on the road torevolutionary change The recent rapid pace of change in B2B has been aseries of band-aid, reactionary changes, not capturing atrue advantage. This has left the door open for businessleaders who can drive true change. The futureadvantage is here We’re movingaway from here Many arenow here EMERGENT ADAPTIVE IDLING Entrenched behaviorsand actions, consideredas “industry-standard”ways of working andoperating, often goingunchallenged untilchallengers force changeor drive out laggards. New behaviors andactions attachedto legacy systems,technology, and/or roles;business remains largelyunchanged in terms ofways of working andapproach to the market,limiting the impact newbehaviors can bring tothe organization. Real business changearound new behavi