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.