Strategy Driven

FEBRUARY 1, 2023

Revenue is generated by selling goods and services, earning interest on investments, or other core operations. Loyalty campaigns are equally effective with B2C and B2B customers. Business revenue is the money the business makes over a set period before expenses are subtracted.

B2B 108

B2B B2C Price Loyalty 108

Harvard Business Review

APRIL 2, 2015

B2C marketers have long known that the key to a customers’ hearts and minds is to make the connection between the brand and customers’ sense of self. B2B marketers, on the other hand, have shied away from the idea, instead approaching selling as a rational, numbers-driven process where the best value proposition wins.

B2B 8

B2B Consensus B2C Customer Loyalty 8

Harvard Business Review

SEPTEMBER 22, 2011

TIAA-CREF, the big financial services company, includes customer loyalty score improvement in senior executive compensation. In most larger companies, you'll need to generate roughly 200+ responses per operating unit per period. More and more companies are tying incentive pay to customer metrics.

Incentives 10

Incentives Sample Customer Loyalty Metrics 10

Harvard Business Review

OCTOBER 30, 2014

Yet for all the shared responsibility, the marketing and sales relationship has often been a contentious and lopsided one, with sales dominating in B2B sectors while marketing leads in B2C ones. Nowhere else in the executive suite of a typical corporation are two functions as closely intertwined as sales and marketing.

Marketing 11

Marketing Guidelines B2C Analysis 11