In b-to-b, a common fallacy leads organizations to believe that the only path to success focuses on acquiring new business, but the reality is that investing in customer engagement, retention and growth establishes a better path to growth. Many forces are causing b-to-b leaders to reevaluate how to prepare for the future, which often warrants an in-depth analysis of customer behavior and resource allocation. Though making these changes may not be easy, they are delivering an era of incredible opportunity for organizations that learn to navigate and thrive in the new environment. In this guide, we describe five trends that customer engagement leaders should incorporate into their planning for 2020.
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