SLIDE 1
@pgillin @pgillin
- 10
10 20 30 40 50 60 70 80 90 100 Has low prices Corporate social responsibility Shapes direction of the market Has global reach Promotes diversity and equal opportunity Promotes sustainability Is a driver of innovation Provides a broad product portfolio Is a leader in its field Fits well with my values Has high level of specialist expertise Acts responsibly across supply chain Cares about dialogue with customers
B2B Market Messages and Customer Preferences
B2B messages Customer preference
Failure to Communicate
Source: “How B2B companies talk past their customers,” McKinsey & Co., October, 2013
“Honest and open dialogue, which customers considered most important, was one
- f the three themes not
emphasized at all by the 90 companies in our sample.”
- -McKinsey