The document discusses how analytics can help drive B2B growth in an era of uncertainty. It notes that most companies still rely on traditional analytics approaches rather than advanced analytics. A case study shows how one company used customer, operations, and alternative data, along with predictive analytics, to identify client-specific insights and growth opportunities. This allowed them to have more strategic conversations with customers focused on emerging trends and incorporate a futuristic lens into planning. The document advocates moving from traditional research to advanced analytics to build reliable customer intelligence and better understand future conditions.

2. The New Era of B2B Growth
Moving to Analytics-Based Sales
John Fleming, Ph.D.
Chief Scientist & Subject Matter Expert
B2B Marketplace Practice
2 Copyright © 2016 Gallup, Inc. All rights reserved.

3. Gallup’s Expertise
DATA ON
98%
OF THE WORLD”S
POPULATION
IN 2016,
10,000+
B2B CUSTOMER
EXECUTIVE
INTERVIEWS
80+YEARS OF
EXPERIENCE
OVER 100
MILLION
CUSTOMER
INTERVIEWS
Copyright © 2017 Gallup, Inc. All rights reserved.3

4. A New Era of Uncertainty Requires Companies to Rethink Growth
4
84%
of executives say geopolitical and
economic instability and new
technologies will have the greatest
impact over the next 5 years.
1
72%
of CEOs believe the next 3 years
will be more critical for their industry
than the previous 50.
2
1McKinsey & Company, Geostrategic risks on the rise, May 2016
2KPMG, Global CEO Outlook, 2016
Copyright © 2017 Gallup, Inc. All rights reserved.

5. Companies Are Struggling to Drive Growth
5
51%of publicly listed companies
have disappeared in the
past 20 years
Copyright © 2017 Gallup, Inc. All rights reserved.

6. But There is Another Way
6
Engaging customers through better analytics, insights & advice.
Gallup B2B Performance Database
Top vs. Bottom-Quartile Business Unit Comparison
Copyright © 2017 Gallup, Inc. All rights reserved.

7. The Challenge
7
71%of B2B customers
are at risk
“It’s all about price”
“They only care about us
when there’s an RFP”
“Our competitors are no
better than we are”
“Procurement makes all the
final decisions”
“We’re the biggest, it would
hard for someone else to
beat us”
“According to our reps, our
accounts all love us”
Copyright © 2017 Gallup, Inc. All rights reserved.

8. Driving Growth Through Analytics-Based Sales
8
32%
of executives say understanding of
geostrategic factors is well
integrated into strategy
2
30%
of B2B customers say their supplier
understands their needs
1
BUILD RELIABLE
CUSTOMER INTELLIGENCE
MOVE FROM MARKET
RESEARCH TO ADVANCED
ANALYTICS
BETTER FORECASTING OF
UNCERTAINTY
“I need insights and a
partnership based not on my
current business conditions,
but on future market
conditions and the
possibilities they present.”
B2B Customer Executive
1
Gallup B2B Performance Database
2
McKinsey & Company, Geostrategic risks on the rise, May 2016
Copyright © 2017 Gallup, Inc. All rights reserved.

9. Driving Growth Through Analytics-Based Sales
9
32%
of executives say understanding of
geostrategic factors is well
integrated into strategy
2
30%
of B2B customers say their supplier
understands their needs
1
BUILD RELIABLE
CUSTOMER INTELLIGENCE
MOVE FROM MARKET
RESEARCH TO ADVANCED
ANALYTICS
BETTER FORECASTING OF
UNCERTAINTY
“I need insights and a
partnership based not on my
current business conditions,
but on future market
conditions and the
possibilities they present.”
B2B Customer Executive
1
Gallup B2B Performance Database
2
McKinsey & Company, Geostrategic risks on the rise, May 2016
Copyright © 2017 Gallup, Inc. All rights reserved.

10. Driving Growth Through Analytics-Based Sales
10
32%
of executives say understanding of
geostrategic factors is well
integrated into strategy
2
30%
of B2B customers say their supplier
understands their needs
1
BUILD RELIABLE
CUSTOMER INTELLIGENCE
MOVE FROM MARKET
RESEARCH TO ADVANCED
ANALYTICS
BETTER FORECASTING OF
UNCERTAINTY
“I need insights and a
partnership based not on my
current business conditions,
but on future market
conditions and the
possibilities they present.”
B2B Customer Executive
1
Gallup B2B Performance Database
2
McKinsey & Company, Geostrategic risks on the rise, May 2016
Copyright © 2017 Gallup, Inc. All rights reserved.

11. THE MARKETPLACE
Building an Analytics-Based Point 0f View
11
• New demands for end products
• New commercial channels
• New materials
• New technologies
• New regulations
• Increased globalization among customers
• An influx of international competition
Traditional B2B industries are going
through tremendous change…
…yet the majority of companies remain
reliant on traditional analytics approaches.
Level of Adoption
33%
13%
3%
Descriptive Analytics
What happened?
Diagnostic Analytics
Why did it happen?
Predictive Analytics
What will happen?
Prescriptive Analytics
How do we make it happen?
Source: Gartner
99%
Copyright © 2017 Gallup, Inc. All rights reserved.

12. Transition From Research to Analytic Insights
12
TRADITIONAL ADVANCED
Research focus Customer focus End-customer focus
Data curation Operational data Alternative data
Analysis Diagnostic analytics Predictive analytics
Copyright © 2017 Gallup, Inc. All rights reserved.

13. THE MARKETPLACE
Case Study: Leveraging Analytics for Growth
13
Challenge
• Customer intelligence gathering
showed desire for greater
innovation, advice & proactive
relationship management
• Created advanced analytics
strategy to generate a perspective
on emerging market trends
Objective:
Assess impact of on-demand food
delivery service to client and operations
strategy
Paper & Packaging Manufacturer
Discovery
Step 1: Data Curation & Analysis
Copyright © 2017 Gallup, Inc. All rights reserved.
Operations Data
• Orders
• Price
• Shipments
• Inventory
1 Customer Data
• Demographics
• Google search
patterns
• Awareness
• Service usage
• Sales
2 Alternative Data
• Macroeconomic
factors
• Market-level
demographic &
socioeconomic trends
• Weather
3
OLD NEW

14. THE MARKETPLACE
Case Study: Leveraging Analytics for Growth
14
Challenge
• Customer intelligence gathering
showed desire for greater
innovation, advice & proactive
relationship management
• Created advanced analytics
strategy to generate a perspective
on emerging market trends
Paper & Packaging Manufacturer
Approach
Objective:
Assess impact of on-demand food
delivery service to client and operations
strategy
Copyright © 2017 Gallup, Inc. All rights reserved.
Step 1: Data curation & analysis
Operations Data
• Orders
• Price
• Shipments
• Inventory
1 Customer Data
• Demographics
• Google search
patterns
• Awareness
• Service usage
• Sales
2 Alternative Data
• Macroeconomic
factors
• Market-level
demographic &
socioeconomic trends
• Weather
3
OLD NEW

15. THE MARKETPLACE
Case Study: Leveraging Analytics for Growth
15
Challenge
• Customer intelligence gathering
showed desire for greater
innovation, advice & proactive
relationship management
• Created advanced analytics
strategy to generate a perspective
on emerging market trends
Paper & Packaging Manufacturer
Approach
Objective:
Assess impact of on-demand food
delivery service to client and operations
strategy
Copyright © 2017 Gallup, Inc. All rights reserved.
Step 2: Predictive analytics to size future business – and individual client
opportunities

16. THE MARKETPLACE
16
Case Study: Leveraging Analytics for Growth
Copyright © 2017 Gallup, Inc. All rights reserved.
Approach Impact
Step 3: Identify client-specific insights and differentiating business opportunities
High awareness but low usage
due to consumer quality
concerns presented opportunity
to leverage new packaging to
address food quality issues
Manufacturer facility in high current
and future growth city presented
strong competitive advantage to
meet current and future demand
• Creating a different dialogue about
where the customer is going and how
they can help
1
• Incorporate into facility planning
discussion
• Adjust M&A strategy to target key
future market opportunity
2
NEW, STRATEGIC CUSTOMER
CONVERSATIONS
FUTURISTIC, CUSTOMER-CENTRIC
LENS IN OPERATIONS &
DEVELOPMENT PLANNING

17. THE MARKETPLACE
17
Case Study: Leveraging Analytics for Growth
Copyright © 2017 Gallup, Inc. All rights reserved.
Approach Impact
Step 3: Identify client-specific insights and differentiating business
opportunities
High awareness but low usage
due to consumer quality
concerns presented opportunity
to leverage new packaging to
address food quality issues
Manufacturer facility in high current
and future growth city presented
strong competitive advantage to
meet current and future demand
• Creating a different dialogue about
where the customer is going and how
they can help
1
• Incorporate into facility planning
discussion
• Adjust M&A strategy to target key
future market opportunity
2
NEW, STRATEGIC CUSTOMER
CONVERSATIONS
FUTURISTIC, CUSTOMER-CENTRIC
LENS IN OPERATIONS &
DEVELOPMENT PLANNING

18. Driving Growth Through Analytics-Based Sales
18
32%
of executives say understanding of
geostrategic factors is well
integrated into strategy
2
30%
of B2B customers say their supplier
understands their needs
1
BUILD RELIABLE
CUSTOMER INTELLIGENCE
MOVE FROM MARKET
RESEARCH TO ADVANCED
ANALYTICS
BETTER FORECASTING OF
UNCERTAINTY
“I need insights and a
partnership based not on my
current business conditions,
but on future market
conditions and the
possibilities they present.”
B2B Customer Executive
1
Gallup B2B Performance Database
2
McKinsey & Company, Geostrategic risks on the rise, May 2016
Copyright © 2017 Gallup, Inc. All rights reserved.

19. Questions?
THE NEW ERA OF B2B GROWTH: ANALYTICS-BASED SALES
19
John Fleming, Ph.D.
Chief Scientist, B2B Marketplace Practice
John_Fleming@Gallup.com
Copyright © 2017 Gallup, Inc. All rights reserved.