BEST PRACTICE: Sorting the good customers from the bad

How B2B marketers can build a portfolio of 'good' customers, while avoiding the 'bad'

For years marketers have suspected that the saying “customer is king” isn't always a good principle for running a business. As competition in many markets intensifies, winners will be companies who build a portfolio of 'good' customers while avoiding as many as possible of the 'bad'. Good customers not only provide more profitable business, but they're also easier to build effective relationships with. Recruiting customers who are good now, or who will be good in the future and avoiding bad customers (or containing the risks of bad customers who slip through the net) will also be vital.