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ISBM Pulse: storytelling

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stories matter

Building an Insights Culture in B2B2C (Matthew Rudd)

Many B2B suppliers are seeking the benefits of being more market-driven to aid both product innovation and commercial engagement for their consumer-driven customers.  This presentation is about how Lubrizol is developing an Insights culture and capability through a pragmatic approach, focused on selling and storytelling.

February 6, 2020
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Phone: 814-863-2782
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Email: ISBM@psu.edu

© 2020 ISBM – Institute for the Study of Business Markets

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