When we wrote The B2B Executive Playbook, I had every hope it would forever change the hearts of minds of B2B enterprise. Recently, however, my colleague and B2B strategy guru @seangeehan received the following email from “Still B2Cing," so I guess our work is not completely done.
Oh yes, we’ve seen this situation many times, and it is particularly pernicious as the challenge lies on two fronts:
The overall enterprise has both B2B and B2C markets, such as a manufacturer who sells both direct to consumer and through a distribution network, as well as a massive organization like GE. No one could possibly believe the executive who runs the GE lightbulb division has the same approach to growth and profitability as GE Aircraft. Unless the ELT understands the differences, most often we see the executives with the flashier high-profile B2C resumes take charge, and it is most often a disaster for the B2B side of the business. Hybrid organizations such as these are the most difficult to manage and grow unless you have the right playbook in place for the each side of the business.
Ex-P&Gers who won't or can't adapt (or insert here alumni from most consumer packaged good companies). These proven, smart folks tend to struggle in their transition to most non-CPG companies, but especially when they move to B2B. Most of them stick to what they know, apply the same go-to-market methodology/formula, and expect similar results.
The most common example of hybrids are financial institutions who have both consumer and commercial segments. Because the hybrid situation is so prevalent there, we showcase Wells Fargo in The B2B Executive Playbook and how they address their hybrid organization, particularly the B2B side. They have adapted specific B2B practices to address the commercial side of their business. Very smart.
Other industries that commonly have both B2B and B2C markets and offerings include hotel and hospitality, as well as computer and technology (Microsoft, Symantec, Dell). Let’s take Dell for example. After successfully making B2C history selling PCs to consumers, as a growth strategy Dell began acquiring B2B firms (middleware, integrators, etc.) and building solutions for B2B customers (e.g., mainframes). However, they did not change their go-to-market strategy and approached CIOs fairly similar to how they marketed to college students. It didn’t work, and eventually Dell went private after stock tumbled. Our company, along with Dell’s biggest corporate customers, tried very hard to get them to understand that a different approach was needed. The CMO didn’t agree (ex-major CPG executive) despite our very “dynamic” conversations. Suffice it to say, that CMO is no longer there, which is the unfortunate outcome we have seen for so many talented B2C executives.
Facing similar challenges, both IBM and GE have all but left the B2C world, and one reason is they found it difficult to do both successfully for mostly the same reasons as other B2B/B2C hybrids. Either you invest to execute different strategies, or you focus on one. There really isn’t a “one size fits all” solution.
Sean focuses pretty hard on the topic of differing strategies for the two worlds in chapter two of his book. The picture below provides a great reference point for where the approach differs between B2B v. B2C, and it primarily lies in go-to-market strategy: marketing, sales, and the biggest buzz-word today, innovation (R&D).
The one key element missing in this picture is service. Service delivery may overlap or not, depending on industry and model. The important point is you have to realize there may be key differences which need to be identified and addressed. For more advice from Sean about this and other B2B strategies, check out his B2B Customer Strategies blog.
So take heart, Still B2Cing, there is hope! Experience has taught us that if you can convince B2Cers they have landed in a different world AND they are curious and willing enough to learn and adapt to their environment, the path to sustainable, predictable, profitable growth (SPPG) becomes quite clear and straight-forward to navigate. The missing link is found!