Table of Contents
- Introduction
- The B2B Buying Process in 2025: What Has Fundamentally Changed?
- Core Elements of a Future-Proof B2B Business Model
- The CEO Checklist: 7 Critical Success Factors for Your B2B Business Model
- How Leading B2B Companies Are Transforming Their Business Models
- The Implementation Roadmap: Achieving a Future-Proof B2B Model in 90 Days
- Measuring Success: KPIs for the Modern B2B Buying Process
- The CEO’s Role in the Transformative Process
- Conclusion: Making Your Business Model Future-Proof
- Frequently Asked Questions (FAQs)
The B2B buying process has changed dramatically in recent years. According to a McKinsey study from spring 2024, 75% of all B2B buyers now prefer digital self-service over personal sales interactions during early purchasing phases. At the same time, Gartner’s “Future of Sales 2025” analysis shows that 80% of all B2B sales interactions will take place through digital channels. This transformation is putting established business models to the test.
For CEOs and decision-makers, the crucial question is: Is your company ready for this new reality? Does your business model have the necessary flexibility, and are your sales processes aligned with tomorrow’s B2B buying process?
In this article, you’ll find a comprehensive checklist that helps you assess the future viability of your B2B business model and make targeted adjustments.
The B2B Buying Process in 2025: What Has Fundamentally Changed?
From Linear Funnel to Complex Buying Committee
The classic sales funnel with its sequential phases has become obsolete. According to Forrester’s “The Future Of B2B Buying” study (2024), an average of 8-12 stakeholders are now involved in B2B purchasing decisions—27% more than in 2021. These buying committees no longer navigate linearly through the purchasing process but move in complex, asynchronous loops.
The Deloitte Digital analysis “B2B Purchase Decision Making” (2024) shows that typical B2B buyers today have completed 33-57% of the buying process before they even contact a vendor. They research independently, consult peer reviews, and compare offers long before the first sales conversation.
For your business model, this means: The point at which you engage potential customers has fundamentally shifted. Classic “first contact to close” models no longer work.
The New Role of Digital Self-Service Options
A core change in the B2B buying process is the growing importance of digital self-service options. The Boston Consulting Group found in their 2024 “B2B Digital Transformation” study that 70% of all B2B buyers want to research and configure even complex enterprise solutions independently before consulting a sales representative.
Notably, according to Accenture’s “2024 State of B2B Procurement,” 62% of all B2B buyers are willing to purchase high-priced solutions (>$270,000) entirely online if the process is designed accordingly.
The consequence: Business models without a significant digital self-service component are increasingly penalized by the market.
Data-Driven Decisions vs. Personal Relationships
Another fundamental change concerns the balance between data-driven decision processes and personal relationships. KPMG’s “Data-Driven B2B Sales” analysis (2024) shows that 78% of B2B decision-makers expect vendors to anticipate their needs based on data before they articulate them themselves.
At the same time, personal contact remains important—albeit with a changed role. LinkedIn’s “State of Sales 2024” study confirms that 66% of B2B buyers primarily want personal consultation during the validation phase of their already-made decisions, not in the orientation phase.
For your business model, this means: Human sales will not become obsolete, but its role shifts from information provider to strategic advisor and problem solver.
- 8-12 stakeholders are now involved in B2B purchasing decisions (27% more than in 2021)
- 33-57% of the buying process is already completed before buyers contact vendors
- 70% of B2B buyers want to research and configure enterprise solutions independently
- 78% of B2B decision-makers expect data-based anticipation of their needs
Core Elements of a Future-Proof B2B Business Model
Omnichannel Integration as a Basic Requirement
The IDC market study “Future of Digital Commerce” (2024) shows that B2B customers use an average of 5-7 different channels during their customer journey. Successful B2B business models integrate these channels seamlessly.
Crucial here is more than just multi-channel presence: According to Capgemini Research (2024), 84% of B2B decision-makers expect consistent support with seamless information transfer across all channels. Cross-channel data consistency becomes a critical success factor.
A future-proof B2B business model must integrate the following omnichannel elements:
- Seamless transition between digital and personal interactions
- Consistent data and information base across all touchpoints
- Cross-channel customer journey tracking
- Intelligent resource allocation between self-service and personal support
Personalization at Account Level (ABM)
Account-Based Marketing (ABM) has evolved from a trend to a strategic necessity. Forrester’s “State of ABM” study (2024) shows that companies with advanced ABM programs achieve 171% higher average contract size and 70% better opportunity-to-close rates than companies without ABM.
Integrating ABM as a core component in the B2B business model requires:
- Precise definition and segmentation of target accounts
- Deep understanding of all stakeholders in the buying committee
- Tailored content strategies for different decision-makers
- Orchestrated multi-channel campaigns per account
- Integration of sales and marketing at the account level
Revenue Operations as an Organizational Framework
Future-proof B2B business models overcome traditional silos between marketing, sales, and customer service. Gartner’s “Revenue Operations Framework” (2024) shows that companies with an integrated RevOps approach achieve 19% faster revenue growth and 15% higher profitability.
The SiriusDecisions study “Revenue Engine Performance” (2024) also shows that companies with fully integrated Revenue Operations teams have a 38% higher success rate when introducing new offerings.
Core components of the Revenue Operations framework for your business model:
- Unified data structure and metrics system across all customer-facing departments
- Integrated technology platform for marketing, sales, and customer success
- Cross-departmental processes along the entire customer journey
- Common goal setting and incentivization of all customer-oriented teams
“The silo-free integration of marketing, sales, and customer success within a Revenue Operations model is no longer optional, but essential for B2B growth.” – Gartner, Revenue Operations Framework 2024
The CEO Checklist: 7 Critical Success Factors for Your B2B Business Model
1. Digital Maturity of Your Sales Processes
The digital maturity of your sales processes significantly determines the future viability of your business model. Evaluate based on these criteria:
Degree of Automation: According to BCG Digital Ventures (2024), leading B2B companies automate 60-75% of their sales processes, especially offer creation, pricing calculations, and routine communications.
Digital Self-Service Options: The Salesforce “State of the Connected Customer” report (2024) shows that companies with comprehensive self-service options achieve 35% higher customer satisfaction and 27% lower customer acquisition costs.
Data-Based Sales Decisions: McKinsey’s “Digital Selling Benchmark” (2024) demonstrates that companies using AI-based sales forecasts achieve 43% higher forecast accuracy.
Digital Customer Interaction: The Bain & Company “B2B Digital Experience” study (2024) shows that 67% of B2B buyers prefer digital interactions over personal ones—provided that the digital systems deliver relevant information and solutions.
Checklist for digital sales maturity:
- Can customers configure and calculate your products/services online?
- Is there a digital self-service for standard inquiries and problems?
- Do you use predictive analytics for sales forecasts and next-best actions?
- Do your customers have access to a personalized digital portal?
- Is digital customer interaction continuously analyzed and optimized?
2. Customer Journey Mapping & Touchpoint Analysis
The Boston Consulting Group “Digital Go-to-Market” study (2024) shows that companies with complete visibility into their B2B customer journey achieve a 2.4 times higher conversion rate. Yet according to Gartner, 67% of B2B companies lack systematic touchpoint analysis.
A future-proof B2B business model requires:
Complete Journey Mapping: Documentation of all touchpoints and interactions from first contact to customer retention.
Channel Attribution: Mapping the influence of different channels on the purchasing decision.
Engagement Scoring: Evaluation of interaction quality rather than just quantity.
Friction Point Analysis: Identification of barriers and dropout points in the purchasing process.
Checklist for Journey Mapping:
- Do you have a complete, current mapping of the customer journey for all buyer personas?
- Do you know the key decision points in the journey?
- Can you measure the effectiveness of each touchpoint?
- Have you established processes for continuous optimization of the customer journey?
- Is journey analysis integrated into your CRM and marketing automation?
3. Data Infrastructure & Analytics Capabilities
The MIT Technology Review “Data Maturity in B2B” report (2024) shows that companies with mature data infrastructure are 8.5 times more likely to exceed their revenue targets. Data infrastructure is becoming a critical component of the business model.
Key elements of a future-proof B2B data infrastructure:
Customer Data Platform (CDP): According to Forrester, 78% of successful B2B companies use a CDP to unify customer data.
Predictive Analytics: Gartner shows that B2B companies with advanced predictive models achieve 37% higher win rates.
Intent Data Integration: According to TechTarget, integrating third-party intent data increases conversion rates by an average of 44%.
Real-time Decisioning: Real-time data analysis for personalized customer interactions.
Checklist for Data Infrastructure:
- Is there a unified customer data platform with 360° view?
- Do you use predictive models for lead scoring and opportunity management?
- Do you have access to and integration of external intent data?
- Is your data architecture designed for real-time decisions?
- Is there a data governance framework for consistent data quality?
4. Content Strategy for Complex Purchasing Decisions
The Content Marketing Institute “B2B Content Effectiveness” study (2024) shows that 72% of B2B buyers choose the vendor that provided the most valuable content during the research phase. Content strategy thus becomes a decisive differentiating factor.
Successful B2B content strategies in the modern buying process are characterized by:
Buying-Stage Alignment: Content precisely aligned to the various phases of the purchasing process.
Stakeholder-Specific Assets: Tailored content for different roles in the buying committee (technical, financial, operational decision-makers).
Interactive Decision Tools: Configurators, ROI calculators, and assessment tools that support the decision-making process.
Thought Leadership: Independent perspectives on industry trends that go beyond product information.
Checklist for Content Strategy:
- Does your content cover all phases of the customer journey?
- Do you have specific content assets for different buying committee roles?
- Do you offer interactive tools to support decision-making?
- Do you position yourself as a thought leader?
- Do you systematically measure the performance of your content?
5. Sales Enablement & Go-to-Market Strategy
According to Highspot’s “State of Sales Enablement” study (2024), companies with formalized sales enablement programs achieve 49% higher win rates and 13% higher quota attainment than companies without such programs.
The go-to-market strategy in the modern B2B buying process must include the following elements:
Hybrid Sales Model: McKinsey’s “B2B Pulse” survey (2024) shows that 72% of B2B decision-makers prefer a hybrid sales model with digital self-service options and targeted personal consultation.
Sales Tech Stack: Integration of sales technologies for increased productivity and better customer interaction.
Just-in-Time Enablement: Provision of relevant resources at the right moment in the sales process.
Value Selling Framework: Structured approach to demonstrate business value contributions rather than just product benefits.
Checklist for Sales Enablement:
- Is your sales model hybrid (digital + personal)?
- Does your sales team have the necessary digital tools and capabilities?
- Do you have a formalized sales enablement program?
- Is there a value selling framework with appropriate tools?
- Is the effectiveness of your sales initiatives systematically measured?
6. Pricing Models & Flexibility
The Bain & Company “B2B Pricing Excellence” study (2024) shows that companies with agile, customer-centric pricing models achieve a 3-4% higher margin than competitors with rigid price structures.
Modern pricing models in the B2B sector are characterized by:
Value-Based Pricing: Pricing based on the actual value contribution to the customer, not on internal costs.
Outcome-Based Models: Compensation based on achieved results rather than just products or services.
Subscription & Usage-Based Options: Flexible usage models instead of pure one-time sales.
Dynamic Pricing Capabilities: Ability to dynamically adjust prices based on market factors, customer value, and capacity utilization.
Checklist for Pricing Models:
- Do you offer flexible pricing models for different customer segments?
- Have you implemented value-based or outcome-based pricing?
- Are there subscription or pay-per-use options?
- Can you adjust prices dynamically and based on data?
- Is the price sensitivity of different customer segments systematically analyzed?
7. Technology Stack & Integration
The Gartner “MarTech & SalesTech Integration” report (2024) shows that companies with highly integrated technology stacks achieve 40% higher lead-to-revenue conversion than those with fragmented systems.
A future-proof B2B technology stack includes:
CRM as Central System: Complete visibility of the customer across all interactions.
Marketing Automation: Personalized communication in all phases of the customer journey.
Sales Enablement Platforms: Intelligent support for the sales team with relevant content and tools.
CPQ Systems: Configure-Price-Quote solutions for complex offering processes.
Customer Success Platforms: Proactive customer retention and growth management.
Checklist for Technology Stack:
- Is your tech stack fully integrated without data silos?
- Do you have a leading CRM system with central customer view?
- Are marketing automation and sales enablement tools implemented?
- Do you use CPQ systems for efficient quoting processes?
- Do you have a customer success platform for customer retention?
How Leading B2B Companies Are Transforming Their Business Models
Case Study: From Product to Solution Selling
The global industrial equipment supplier Technicon (name changed) transformed its business model from classic product sales to an integrated solution selling approach. Core elements of the transformation:
Problem-Centered Sales Structure: Restructuring of sales teams from product-centered to industry-specific solution teams.
Outcome-Based Contracting: Introduction of pricing models based on productivity increases rather than pure hardware costs.
Digital Solution Configuration Tool: Development of an interactive tool that guides customers independently through the solution design process.
Integrated Services Platform: Creation of a digital platform that integrates product data, service history, and performance metrics.
The results according to Harvard Business Review (2024):
- 28% higher average contract values
- 44% increase in service revenue share
- 67% higher customer retention rate
Case Study: Subscription Economy in the B2B Sector
The enterprise software provider CloudWorks (name changed) transitioned from the traditional license model to a subscription-based business model:
Complete Product Restructuring: Modularization of the software platform for flexible subscription packages.
Consumption-Based Pricing: Introduction of usage-based pricing models alongside fixed subscriptions.
Customer Success as Core Function: Building a customer success team with proactive engagement models.
Value Achievement Platform: Development of tools for continuous measurement and demonstration of value contribution.
The results according to the Zuora Subscription Economy Index (2024):
- 156% higher revenue growth over 5 years compared to competitors with license models
- 42% reduction in customer churn
- 3.4-fold increase in customer lifetime value
Case Study: Marketplace Integration
The B2B component manufacturer Nexus Components (name changed) complemented its traditional direct sales model with a marketplace strategy:
Omnichannel Presence: Integration into leading B2B marketplaces while expanding direct sales channels.
Digital-First Catalog Management: Centralized product data management for consistent presentation across all channels.
Channel-Specific Pricing: Development of differentiated pricing strategies for various sales channels.
Unified Customer Data: Integration of all sales and interaction data across all channels into a central platform.
The results according to Digital Commerce 360 (2024):
- Access to 38% additional market potential
- 24% lower customer acquisition costs for marketplace-acquired customers
- 47% of marketplace customers later became direct major customers
“Tomorrow’s successful B2B transformations will not be driven by technology-first, but by customer-experience-first with appropriate technology as an enabler.” – Deloitte Digital, B2B Transformation Report 2024
The Implementation Roadmap: Achieving a Future-Proof B2B Model in 90 Days
Short-term Measures (1-30 Days)
The first 30 days should be dedicated to analysis, goal setting, and planning:
- Conduct a Business Model Diagnosis: Compare your current model with the best practices in this checklist. The Bain & Company “Business Model Assessment” methodology (2024) recommends an evaluation in the seven core categories with 1-5 points each.
- Create a Customer Journey Map: Document your customers’ current B2B buying process with all touchpoints, barriers, and decision moments. According to Forrester, you should directly involve at least 10-15 customers in this process.
- Build a Cross-Functional Transformation Team: The McKinsey “Transformation Excellence” study (2024) shows that successful transformations are led by teams with representatives from marketing, sales, product, IT, and finance.
- Prioritize Quick Wins: Identify measures with high ROI and low implementation complexity. According to Boston Consulting Group, typical quick wins include:
- Self-service components in the customer portal
- Digitization of the quotation process
- Implementation of a lead scoring system
- Define Clear KPIs: Establish measurable success criteria for the business model transformation.
Medium-Term Transformations (31-60 Days)
In this phase, concrete implementation begins:
- Optimize the Tech Stack: Close critical gaps in your technology stack. According to Gartner, the most important priorities are:
- CRM system optimization
- Marketing automation integration
- Sales enablement tools
- Content Audit and Strategy: The Content Marketing Institute study (2024) recommends first taking inventory of all existing content assets and identifying gaps with regard to buying phases and personas.
- Pilot New Pricing Models: Test alternative pricing models in selected customer segments. The Bain & Company “Pricing Innovation” study (2024) shows that successful B2B companies typically pilot new pricing models with 15-20% of their existing customers.
- Sales Enablement Program: Implement a structured program to enable your sales team for the new buying process. This includes:
- Training on new business model and value propositions
- Digital sales tools and techniques
- Content usage in the sales process
- Data Integration Initiative: Consolidate all relevant customer data in a unified platform. The Salesforce “Data Unification” study (2024) shows that this step is a prerequisite for personalized customer experiences.
Long-Term Strategy Development (61-90 Days)
In the final phase, the transformation is anchored and scaled:
- Roll Out the Optimized Business Model: Implementation of the new structures, processes, and tools throughout the company. The Gartner “Business Model Innovation” report (2024) recommends a phased rollout, starting with the most profitable customer segments.
- Establish a Revenue Operations Function: Establish an integrated organizational unit that orchestrates marketing, sales, and customer success. The SiriusDecisions “Revenue Engine” study (2024) shows that this organizational form increases the effectiveness of all customer-facing functions.
- Develop a Digital Roadmap: Plan the continuous development of your digital capabilities. According to Deloitte Digital, this roadmap should cover at least an 18-month horizon.
- Implement Feedback Mechanisms: Establish systems for continuous customer feedback. The Forrester “Voice of Customer” analysis (2024) shows that systematic feedback improves the adaptability of the business model.
- Employee Enablement: Ensure that all employees understand and support the new business model. McKinsey’s “Change Management” framework (2024) recommends:
- Regular town halls on the transformation
- Training programs on new tools and processes
- Adaptation of incentive systems to new KPIs
Our expert tip: The Revenue Growth Strategy from Brixon Group offers a proven framework for transforming your B2B business model. With the Revenue Growth Blueprint, you’ll receive a tailored roadmap for systematically optimizing your go-to-market strategy.
Measuring Success: KPIs for the Modern B2B Buying Process
Customer Acquisition Cost (CAC) Reassessed
In the changed B2B buying process, the calculation and evaluation of the Customer Acquisition Cost must be adjusted:
Holistic Attribution: The Forrester “Multi-touch Attribution” study (2024) shows that leading B2B companies include up to 23 touchpoints in their CAC calculation—significantly more than the traditional 5-7 contact points.
Segment-Specific CAC Analysis: Boston Consulting Group recommends calculating CAC not only globally but separately for specific customer segments, as acquisition costs can vary by a factor of 3-5 depending on the segment.
CAC Payback Period: The new metric for evaluating acquisition efficiency. According to SaaS Capital (2024), the benchmark for leading B2B companies is 12-15 months.
KPI Framework for Customer Acquisition:
- Segment-specific CAC
- CAC payback period
- CAC:LTV ratio (should be at least 1:3)
- Cost per qualified opportunity
- Channel-specific acquisition costs
Customer Lifetime Value in the B2B Context
Customer Lifetime Value (CLV) becomes the central control metric in the modern B2B business model:
Predictive CLV Models: The Harvard Business Review (2024) documents that advanced B2B companies use AI-powered predictive models to forecast the potential lifetime value in early customer phases.
Expansion Revenue as a Key Component: According to the “SaaS Benchmarks Report” (2024), 35-45% of revenue growth for successful B2B companies comes from expanding existing customer relationships.
Net Revenue Retention (NRR): This metric, which measures revenue growth within the existing customer base, is becoming the most important growth metric according to Bain & Company. The benchmark for excellent B2B companies is >120%.
KPI Framework for Customer Lifetime Value:
- Predictive customer lifetime value
- Net revenue retention (NRR)
- Expansion revenue rate
- Product adoption score
- Customer health score
Engagement Metrics as Early Indicators
In the modern B2B buying process, engagement metrics become critical early warning systems:
Account Engagement Score: The Forrester “B2B Engagement” study (2024) shows that companies with systematic measurement of account engagement achieve a 32% higher conversion rate.
Content Consumption Metrics: Content usage analysis becomes a predictor of purchase readiness. According to the Content Marketing Institute, buyers consume an average of 13 content units before making a decision.
Digital Body Language: Systematic analysis of prospects’ digital behavior provides valuable predictions about purchase probability. The Sirius Decisions “Buyer Signals” analysis (2024) identifies 14 critical behavioral patterns as reliable purchase indicators.
KPI Framework for Engagement Measurement:
- Account engagement score
- Content engagement rate
- Digital interaction frequency
- Buying group collaboration index
- Feature adoption rate (for products with software components)
| Area | Traditional KPIs | Modern KPIs | Most Important Change |
|---|---|---|---|
| Acquisition | Leads, MQLs, SQLs | Account Engagement, Intent Signals, Buying Group Coverage | From individual leads to account focus |
| Sales Process | Pipeline Value, Close Rate | Opportunity Velocity, Buying Group Progress, Digital Engagement Score | From static metrics to dynamic process indicators |
| Customer Retention | Churn Rate, Renewal Rate | Net Revenue Retention, Usage Metrics, Customer Health Score | From binary to predictive metrics |
| Profitability | Gross Margin, COGS | Unit Economics, CLV:CAC Ratio, Expansion Revenue | From static to customer-centric metrics |
The CEO’s Role in the Transformative Process
Change Management for Established Sales Teams
Transforming the B2B business model requires special attention to established sales teams:
Overcoming Resistance: According to McKinsey’s “Sales Transformation” study (2024), 67% of all sales transformations fail due to lack of acceptance by the sales team. CEOs must actively drive change management.
Redefining Sales Roles: With the changed buying process, sales roles also change. Bain & Company’s “Future of B2B Sales” (2024) identifies four new core roles:
- Digital Engagement Specialist
- Solution Consultant
- Customer Success Manager
- Business Value Advisor
Adapting Incentive Models: According to the Alexander Group, compensation models must be adapted to the new buying process, with stronger emphasis on:
- Customer Satisfaction & Retention
- Expansion Revenue
- Solution Adoption
CEO Checklist for Sales Transformation:
- Do you have a formal change management program for sales?
- Have sales roles been adapted to the new buying process?
- Are compensation models aligned with long-term customer success?
- Is there a systematic development of competencies for new digital skills?
- Is transformation progress regularly measured and communicated?
Budget Allocation for Go-to-Market Strategies
Budget allocation for go-to-market activities must be rethought in the changed B2B buying process:
Shift from Offline to Digital: Gartner’s “Marketing Budget” study (2024) shows that leading B2B companies now invest 60-70% of their marketing budget in digital channels—a 43% increase since 2021.
Increased Investments in Content: According to the Content Marketing Institute, 76% of successful B2B companies are increasing their content investments, with an average share of 32% of the marketing budget.
Customer Success as Investment Area: The Gainsight “Customer Success Benchmark” study (2024) shows that companies with formal customer success programs achieve a 48% higher renewal rate. CEOs should allocate 10-15% of the go-to-market budget for customer success.
CEO Checklist for Budget Allocation:
- Is your budget mix aligned with the digital B2B buying process?
- Do you invest adequately in high-quality content creation?
- Do you have a dedicated budget for customer success?
- Is the ROI of various go-to-market activities systematically measured?
- Do you have a flexible budget allocation process that allows for quick adjustments?
Culture of Continuous Innovation
A culture of continuous innovation is crucial for the adaptability of the business model:
Formal Innovation Processes: The BCG “Most Innovative Companies” study (2024) shows that leading B2B companies have established formalized processes for business model innovation.
Voice of Customer Programs: According to Deloitte Digital, systematic programs for collecting and analyzing customer feedback lead to a 37% higher innovation rate in the go-to-market area.
Experimentation Culture: McKinsey’s “Agile Organization” study (2024) shows that companies with an established test-and-learn culture are 1.7 times more likely to achieve above-average revenue growth.
CEO Checklist for Innovation Culture:
- Have you established formal processes for business model innovation?
- Is there a structured voice of customer program?
- Is experimentation encouraged and are insights systematically shared?
- Do you have a portfolio of “future bets” for new business model components?
- Are innovation and adaptability part of your corporate culture and values?
“The most successful CEOs of the next decade will be those who understand digital transformation not just as a technical project, but as a fundamental realignment of the entire go-to-market model.” – McKinsey, CEO Excellence Program 2024
Conclusion: Making Your Business Model Future-Proof
Tomorrow’s B2B buying process requires fundamental adjustments to your business model. The transformation is complex, but feasible with the right approach.
The key success factors summarized:
- Digital Maturity: Develop digital self-service options and automated processes.
- Customer Centricity: Align all aspects of your business model with the actual purchasing behavior of your customers.
- Data-Driven Decisions: Use data and analytics as the basis for strategic and operational decisions.
- Integrated Go-to-Market Strategies: Overcome silos between marketing, sales, and customer success.
- Flexible Business Models: Develop adaptable models that can respond to changing market conditions.
As CEO, it’s your responsibility to lead this transformation. The checklist presented in this article provides you with a structured framework to assess and strategically improve the future viability of your B2B business model.
Use the next 90 days to initiate change—your competitiveness in tomorrow’s B2B world depends on it.
With Brixon’s Revenue Growth Blueprint, we offer you a tailored roadmap for your company that systematically addresses the critical success factors and paves your way to sustainable growth. We’re happy to support you through all phases of the transformation—from initial assessment to full implementation of your optimized B2B business model.
Frequently Asked Questions (FAQs)
How long does a typical B2B business model transformation take?
A complete transformation of a B2B business model typically takes 12-18 months. However, according to McKinsey (2024), measurable results can be achieved after just 3-4 months, particularly in areas such as digital engagement and lead conversion. A phased approach with clear milestones and quick wins is crucial. With the structured 90-day implementation roadmap, you can already achieve initial successes and build momentum for further transformation.
Which technologies are essential for a future-proof B2B business model?
According to Gartner (2024), five core technologies form the foundation of a modern B2B business model: (1) a comprehensive CRM system, (2) a marketing automation platform, (3) a customer data platform, (4) sales enablement tools, and (5) analytics solutions. However, the specific selection should be based on your individual business requirements. Particularly important is not the quantity of tools used, but their seamless integration into a coherent tech stack that enables a 360-degree view of the customer.
How does the role of personal sales change in the digital B2B buying process?
Personal sales remains important but fundamentally changes its role. The Forrester “B2B Buying Study” (2024) shows that sales representatives no longer primarily function as information sources but as strategic advisors and problem solvers. They typically enter the buying process later and focus on complex challenges, risk mitigation, and value communication. This evolution requires new skills and competencies in the sales team as well as adjusted incentive models that reward long-term customer success rather than short-term closings.
How can the ROI of a business model transformation be measured?
According to Bain & Company (2024), the ROI of a B2B business model transformation should be measured across three time horizons: short-term (3-6 months) through improvements in lead conversion and deal velocity, mid-term (6-12 months) through higher average contract value and win rates, long-term (12+ months) through increased customer lifetime value and net revenue retention. A balanced set of KPIs from all three time horizons provides the best success measurement. Particularly valuable is the introduction of early warning indicators such as account engagement scores and content consumption metrics, which provide insight into the effectiveness of the transformation before conventional success metrics do.
What organizational changes are necessary for a successful transformation?
According to Deloitte (2024), successful transformation typically requires three organizational changes: (1) The establishment of a cross-functional revenue team that integrates marketing, sales, and customer success, (2) the creation of new roles such as customer success managers and digital engagement specialists, and (3) the implementation of agile working methods for faster adaptation to market changes. Particularly important is overcoming traditional silos through common goals, integrated processes, and transparent data exchange between all customer-oriented functions.
How can I as CEO ensure that the transformation doesn’t fail due to internal resistance?
To overcome internal resistance, McKinsey (2024) recommends five key measures: (1) Communicate a clear, data-driven vision of the necessity and benefits, (2) make early successes visible, (3) use executives as role models for change, (4) invest in training and development of new skills, and (5) adapt incentive systems to the new goals. The last point in particular is critical—72% of successful transformations include a significant adjustment of compensation models. It is also important to actively involve employees in the design process and use their expertise to optimize the new business model.
What role does Artificial Intelligence play in transforming the B2B buying process?
According to Forrester (2024), AI will be transformative in three key areas of the B2B buying process: (1) Predictive analytics to identify in-market accounts and their purchase readiness, (2) hyper-personalization of the customer experience through real-time adaptation of content and offers based on behavioral patterns, and (3) automation of routine interactions through AI-powered assistants and chatbots. The Accenture “AI in B2B” study (2024) shows that companies with advanced AI integration achieve 41% higher conversion rates and 29% faster deal velocity. For CEOs, it’s important to understand that AI is not just a technology decision, but a fundamental component of a future-proof business model.
How can mid-sized B2B companies with limited resources implement this transformation?
For mid-sized companies, Boston Consulting Group (2024) recommends a pragmatic, phased approach: (1) Start with a thorough current state analysis and identify highest-priority improvement areas, (2) instead of a complete transformation, first implement quick wins with high ROI, (3) invest selectively in cloud-based technologies that are usable without high upfront investments, (4) enter strategic partnerships with specialized service providers like Brixon Group to efficiently utilize expert knowledge, and (5) follow an incremental approach where successes and learnings from one phase finance investments in the next phase. Particularly important: The transformation should be positioned not as an IT project, but as a strategic business initiative under direct CEO leadership.
