Building a Customer-Centric Approach in B2B

In 2021, 44.5% of organizations worldwide revealed that they perceive customer experience (CX) as a primary competitive differentiator. But are they really customer-centric? Are they building out experiences with that central focus on customers?

Debbie Qaqish watches these company trends in how they treat customer experience closely. The principal and chief strategy officer with the Pedowitz Group authored the book From Backroom To Boardroom: Earn Your Seat With Strategic Marketing Operations. She helps companies reimagine and rearchitect the role of marketing to drive revenue, growth, customer centricity and digital transformation.

Qaqish lays claim to the term “revenue marketing” in 2011 and six years ago, she shifted her focus to marketing operations as the enabler for how marketing gains that seat at the table.

CX Decoded Podcast co-hosts Rich Hein, CMSWire editor-in-chief, and Dom Nicastro, CMSWire managing editor, caught up with Qaqish to discuss customer-centricity in the latest edition of CX Decoded.