B2B companies that focus on product and price miss the chance to build strong bonds with customers. It's much better to build a strategy around helping those customers succeed.

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

Business-to-business companies need a new approach to understanding their customer relationships. Replacing a balanced scorecard with an account impact scorecard helps B2Bs measure their true impact with their customers.

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

Being a successful business-to-business company takes more than delivering a product or a service. It requires making an impact on customers by improving their performance and helping them thrive.

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

The recession is perhaps hardest on business-to-business companies; as the consumer economy wheezes, the B2B economy chokes. A few B2Bs -- the ones that really meet their customers’ needs -- will survive. But can they do that without rolling over on price?

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

Only 22% of business-to-business customers are engaged, and just 13% are fully engaged. The reason? A small percentage of B2B companies focus on engaging customers emotionally. The other companies believe they need only emphasize price, speed, and efficiency.

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

This white-paper outlines how to create sustainable advantage in B2B markets. Gallup has identified 4 key elements in successful business-to-business relationships: integrity, confidence, pride and passion.

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.