Claudia wishes to thank Lisa Loftis for her contribution to this momth's column.
If yours is one of the many business-to-business (B2B) organizations transitioning its focus from product/service to customer, you are probably familiar with the issues. Organizations that sell to other businesses usually have fewer customers than their counterparts selling directly to consumers, and the volume of information about any single customer in the B2B world can be quite large. Additionally, frequent mergers and acquisitions, global organizations with multiple subsidiaries, and the difficulty in identifying and maintaining corporate linkages can make it challenging to develop accurate customer profiles.
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