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Make music, not noise

B2B companies can achieve connected growth with ecosystem orchestration.

OVERVIEW

U.S. B2B companies are struggling with a loss of control over the customer experience (CX) today. As they grow their indirect channels, this issue will only get worse.

With their future growth prospects at stake, B2B executives must determine how to improve CX—while ceding more of the experience to their partners. The answer lies in adopting an ecosystem mindset, providing key partners the tools they need to grow their businesses, and orchestrating a trusting environment that encourages the right partners to deliver the right experiences that will drive connected growth.


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KEY FINDINGS

It is becoming increasingly clear that the urgency to grow the indirect channel and monetize customer experiences is disconnected from today’s operational reality.


90%

 

of B2B leaders believe CX is crucial to their companies’ strategic priorities…


21%

 

but only 21% admit to having total control over their sales partners, who are charged with delivering CX.


91%

 

of B2B leaders believe that channel partners will have more responsibility in driving CX in the next two years…


84%

 

but 84% do not have clear visibility into their partners’ opportunity pipelines


B2B companies in the United States are not immune to these discrepancies. A new approach is required to bridge these gaps. It’s an approach that ditches the benign neglect that characterizes traditional channel management in favor of an orchestrated approach. It’s an approach that engenders trust and drives connected growth across an ecosystem of partners. It’s an approach that turns discordant sounds into a harmonious arrangement.

RECOMMENDATIONS

To orchestrate indirect channel growth and CX improvement as movements of a single symphony, B2B leaders must:

Pivot from partner management to ecosystem orchestration.

Pivot from partner management to ecosystem orchestration.

The new focus is not on ensuring territory coverage or sales volume, but on co-creating value by delivering exceptional customer experiences.

Mind their partners’ (and customers’) business.

Mind their partners’ (and customers’) business.

Providing partners something they value—such as leads, customer events and sales coaching—will encourage them to share customer insights.

Adopt a new currency for connected growth.

Adopt a new currency for connected growth.


Better customer data management and insightful analytics have the potential to drives ecosystem growth in the future.

“U.S. B2B leaders...have forgotten the importance of paying attention to customer insight and using it to deliver better experiences.”

JASON ANGELOS
Managing Director - Advanced Customer Strategy, Accenture Strategy



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