Article at a glance:

Better B2B selling

• As B2B customers become increasingly demanding, price pressure on suppliers is mounting.
• An effective response for some companies has been to forge collaborative relationships with selected customers to develop tailored products, bundles of products and services, or proprietary solutions.
• But many expensive collaborative efforts fail when buyer and supplier can't identify new sources of value or when suppliers fail to establish the necessary internal coordination.
• To avoid these pitfalls, suppliers must improve the way they identify value, organize themselves, and approach their investments.