B2B

The best business-to-business relationships Gallup has studied feature deep partnerships between B2Bs and their clients.

For B2B companies, striving to become a "customer of choice" for their suppliers is essential to engaging their own customers.

Quantitative measures uncover only so much about the relationships between a B2B company and its customers.

The most successful B2B companies take specific and proven steps to align their purpose, brand and culture.

Countless companies say they have a customer-centric culture and clear identity. But Gallup finds that few actually do.

Customer impact means making major changes in a customer's business that significantly improve its bottom line.

One in five B2B customers have experienced a problem with a company or product -- and only 40% of these say the problem was resolved.

Companies can take specific actions to build stronger account teams and get much more business from existing customers.

The very best business-to-business companies put their customers at the core of everything they do.

There are specific actions B2B companies can take to build stronger account teams. A big one: Position salespeople as consultants.

Account managers are the people most responsible for maximizing relationships with the customer and the internal team.

A crucial barrier prevents organic growth within customer accounts.

Gallup has found common barriers business-to-business companies face in getting the most out of their customer relationships.

Gallup has identified the most common barriers business-to-business companies face in maximizing their customer relationships.

Marketers faced many challenges in 2015, and Gallup covered some of the most significant ones, such as Volkswagen's emissions scandal.

Mergers and acquisitions can be costly for companies that don't put people at ease and align them with the bigger picture.

B2B success hinges on the quality of relationships, which can't be understood by quantitative customer metrics alone.

B2B companies have fewer customers than B2Cs. This means that even the slightest misstep can have major implications.