A 2006 study showed that customer satisfaction is the only metric that predicts sales, market share, gross margin, cash flow, and shareholder return. Yet, a 2017 study of over 70,000 customers showed that managers do a poor job predicting and measuring customer satisfaction. As such, B2B firms invest heavily in strategic initiatives that are not aligned to customer needs. This webinar by Professor Hari Sridhar will present a systematic methodology and multiple B2B case studies to show how B2B firms can use customer‐satisfaction to drive strategic priorities and predict financial outcomes.