In a report published in the spring of 2020, Forrester warned B2B organizations that they needed to become more customer-centric or risk falling behind. Customer centricity, and even customer obsession, are becoming popular labels for some of the most recognized B2C brands, but B2B firms seem to have a hard time keeping pace. With more tools available to help capture the voice of the customer, and more data on customer behaviors available than ever before, it’s never been easier to understand the challenges and goals of B2B customers. So what is preventing some B2B firms from thinking more like their buyers? RELATED EPISODE: Utilizing the Customer Voice to Improve Your Marketing Strategy In this episode of B2B Nation, we talk to Erik Newton, vice president of Milestone Inc., about why the customer-centric mentality is proving such a challenge for B2B firms. We also discuss why competitor obsession tends to overrule customer obsession in B2B, and whether the line between marketing and sales is blurring as a result of the modern customer journey.