B2B Pulse: Content Library

The ISBM Pulse content library contains archived copies of previous member meeting presentations, webinars, courses, articles/reports, and a multitude of other knowledge. This material is freely available for our ISBM members.

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Fence

Strategies to Connect with Barricaded Buyers (Chase and Murtha)

When responding to a Request for Proposal (RFP) in both the public and the private sector, suppliers’ access to buyers is often restricted due to law and informal rules of engagement. The authors term these buyers ‘barricaded buyers’. Despite having limited access to these individuals, suppliers can still increase their competitiveness and selection likelihood when selling to barricaded buyers. 

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The Temporary Marketing Organization (Hadida, Heide, and Bell)

As marketing departments are shrinking and CMO tenures are getting shorter, marketers are increasingly relying on temporary marketing organizations to meets objectives with immediate impacts. However, temporary marketing organizations’ outcomes exhibit high variance. Thus, Hadida et al. (2019) propose a conceptual framework to guide firms in determination of the most appropriate selection and enforcement mechanisms depending on the form of temporary marketing organization.  

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wooden chair

Should a B2B Firm Have a Customer on the Board of Directors? (Bommaraju et al.)

One way to gain insight into their customers’ needs is to invite customers to have a seat on the board of directors. Based on a sample of 329 B2B firms in S&P 900 firms over nine-year period (2007-2015), Bommaraju et al. (2019) concluded that having a customer on the board of directors enhances customer orientation of firms and provides unique insights, especially when demand uncertainty is high.

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