B2B: Why New Technology Affects You (Even If You Think It Doesn’t)

Too often, business leaders think that new technology will be more beneficial for business-to-consumer companies rather than business-to-business companies. This [...]

July 7 2011 by ChiefExecutive.net


Too often, business leaders think that new technology will be more beneficial for business-to-consumer companies rather than business-to-business companies. This assumption isn’t true. Even though a manufacturing company may not heavily utilize new technologies such as social media (like Twitter or Facebook), it does not mean that the technology does not affect them.

In an interview with FastCompany, VINT’s Erik van Ommeren addresses how technology is changing the landscape for B2B companies. In the interview can Ommeren says,

“Customers are seizing the opportunities to share their opinions and preferences, bringing more transparency in every market. For organizations, this means that they will have an even stronger motive to create honest and relevant interactions with their customers. Even if technology doesn’t change your company directly, the technology will change your customers’ behaviors. Through their changed demands, they will change your company.”

In short, you may not use certain technologies in your business, but your customers are, and that will change the way you interact with each other.

Van Ommeren gives three things that companies need to keep in mind:

  1. It’s about people — your employees need to be open to change
  2. Integration counts — be flexible and ready to address how new technologies will affect you
  3. You cannot predict the future — but you need to be able to quickly adapt
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