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奥美：2025 B2B业务的未来：新商业格局下适应性企业增长与韧性构建指南（中译版）（52页）.pdf

上传人： 白**** 编号：630655 2025-04-24 52页 1.62MB

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1、THE FUTURE OF B2BTHE ADAPTIVEBUSINESS The power playbook for driving growth and resilience in the new business landscapeccelerated by the COVID-19 pandemic,but brewing for years prior,customer expectations are changing,supplier dynamics are in flux,sales organizations are set for a remix,and a wave

2、of new technologies and data analytics tools are just waiting to assist with your competitive advantage if your organization can operationalize them quickly enough,that is.The reality is that adapting to this change is hard,but not impossible.As a B2B leader,tackling hard is in your DNA.You power ci

3、ties.You power economies.You transport food to tables.Hard has never meant impossible.And now the events surrounding the global pandemic have spawned a period of revolutionary change,challenging even the most hardened B2B leaders.Through our conversations and proprietary research,weve identified a f

4、uture-forward leadership approach were calling Adaptive Business:customer-centric businesses that succeed through adversity by adapting quickly and confidently to the new business landscape.The results of our analysis are lessons learned and a playbook that any leader can harness to continuously rev

5、olutionize their business for any number of challenges that come their way in the future.Those that fail to change in this new world will be left behind.In this report well explore these changes and show how any business leader can drive the future of the Adaptive Business by:EXECUTIVE SUMMARYTHE FU

6、TURE OF B2BIts a wild time to be leading a B2B business.1.Challenging the traditional norms of how relationships and trust are built through hybrid customer relationships.2.Developing networked ecosystems fit for continuous growth:from traditional routes to market,to unconventional direct to consume

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本文主要讨论了在COVID-19大流行期间，B2B业务面临的挑战和变革。文章指出，客户期望正在改变，供应商关系也在变化，销售组织正在重组，新技术和数据分析工具正在等待帮助企业获得竞争优势。文章提出了一个称为“适应性业务”的未来领导方法，即通过快速、自信地适应新的商业环境，以客户为中心的企业可以在逆境中取得成功。 文章通过调查和访谈，确定了四个关键策略来推动企业通过适应性增长：混合客户关系、动态合作伙伴网络、下一代技术和人员与地球向前。调查显示，50%的市场营销决策者在过去12个月内没有对客户进行任何研究，80%的公司认为他们的服务优于客户的感觉，65%的买家更喜欢跳过销售人员直接进行研究。 文章还指出，B2B买家正在带来变化，他们期望与业务以更简单、更直接和更个性化的方式合作，并期望获得更多个性化和数字化的体验。文章强调，适应性业务不仅采用技术，而且通过将文化变革融入其企业DNA中，来持续响应技术的发展和客户偏好的变化。
如何在混合客户关系中建立信任？ 如何构建动态合作伙伴网络？ 如何利用下一代技术创造独特体验？
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