In brief: B2B describes business in which a company sells to another company or organisation. Decisions usually involve several roles, a longer process and proof of operational or economic benefit.
How I use B2B in practice
I use B2B as a working framework, not a presentation checkbox. I compare the company’s promise with what a customer experiences while searching, buying and using the product. I turn the gap into a concrete task and decide how to recognise progress. This makes the term useful for product, marketing and sales.
What to watch out for
A workshop alone does not guarantee results. Problems arise when B2B is detached from economics, team capacity or customer experience. Every claim needs a source, an owner for the next step and a date to revisit it.
Questions for a decision
- Which specific decision should the term clarify?
- What supports our claim, and what is still a hypothesis?
- What will we do differently because of this decision?
- Who owns the change and when will we evaluate its impact?