INSEAD Knowledge Podcast Putting Customers at the Heart of Your Business
Feb 19, 2025
Christoph Senn is an Adjunct Professor of Marketing at INSEAD, while Mehak Gandhi heads Research and Training at Value Creator. Together, they explore the shift from traditional product selling to a customer-centric relationship model in their new book, Triple Fit Strategy. They discuss the importance of alignment in planning and execution to foster deeper partnerships. The conversation covers the power of collaboration, lessons from Maersk, and the challenges organizations face when adopting this innovative approach to enhance customer engagement and drive growth.
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Triple Fit Strategy Overview
- The triple fit strategy broadens traditional sales focus to include planning, execution, and resource alignment.
- This approach shifts the view from inside-out product selling to outside-in customer-centric business relationships.
Honesty Sparks Strategic Dialogue
- An account manager discovered real client issues by sharing weaknesses, which surprised her customer.
- This opened strategic dialogue revealing unnecessary products, transforming the relationship beyond sales.
From Vendors to Orchestrators
- High-performing B2B sellers act as orchestrators, expanding value creation beyond simple product sales.
- Only 15% of leaders display this growth champion role, showing significant room for B2B relationship improvement.
