The need for digital leaders to understand their customers may sound obvious, but it’s more difficult today than ever – especially when the selling model is business-to-business. It’s often tempting to group customers into neat bundles, wrapped in an ‘industry vertical’ bow, and call it a day.In some instances, this approach might be the right balance between effort expended and getting the understanding nearly right. Increasingly, as both customers and their technology partners look to differentiate in a crowded market, one must ask … is anything other than a discrete customer focus enough?I am not suggesting that industry vertical narratives should be ejected from the way digital leaders operate. Once they are created, they can be repurposed customer after customer. What makes them useful is precisely because they are not customized.To read this article in full, please click her
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