More than a quarter of B2B marketers admit their organisations are not customer centric, according to a new report published by B2B Marketing and MarketMakers.
This lack of centricity is underlined by the fact 43% of respondents admitted their sales teams sometimes interacted with senior decision-makers without having a good understanding of their specific business challenges.
The factors highlighted as barriers to customer insight were resource, marketing and sales alignment, and a lack of high quality data.
Jess Pike, senior editor of B2B Marketing, commented: “What kind of impact can your sales team really be having if they’re having conversations with people without knowing what they’re struggling with? How can they be offering a solution if they’re not even sure of the problem?
“The fact that 25% of B2B brands aren’t customer centric is also hugely worrying. Customer insight might not be top of the priority list for boardroom, but it should be hugely important for the wider organisastion.
“Without a good idea of who your customers are, it goes without saying that your chances of marketing to them successfully are significantly hindered.”
