Triple Fit Strategy: How to Build Lasting Customer Relationships & Boost Growth
Business relationships are still dominated by a narrow perspective – trying to match products to customer needs and making deals. It’s a buyer-seller relationship built on a transactional mindset, and it’s not how you should be doing business in today’s complex and interconnected world. There’s a better way of orchestrating growth in which suppliers and customers collaborate to co-create strategies and grow together.
In this roundtable, join authors Christoph Senn and Mehak Gandhi of INSEAD as they challenge conventional growth strategies and introduce their groundbreaking Triple Fit Strategy framework. Companies who use it can contribute 10X more to their customers’ success and double account values in less than three years.
Drawing from their decades of experience and extensive research across 10,000+ cases, Senn and Gandhi will explore how leading organizations are moving beyond transactional relationships to create lasting value through strategic collaboration with their customers. We will address key topics facing strategy leaders today such as:
Ensuring that customer and supplier are aligned across three areas: planning, execution and resources
Allocating resources for faster breakthroughs
Using diagnostics to better understand the health of your customer relationships
Measuring the impact of deeper strategic relationships on your organization’s growth trajectory
Christoph Senn is Adjunct Professor of Marketing and Co-Director of the Marketing & Sales Excellence Initiative (MSEI) at INSEAD. He is also founder and CEO of Valuecreator, a global provider of B2B growth tools and programs. Prior to joining INSEAD, he taught at the University of St. Gallen, Columbia Business School in New York, Rotterdam School of Management in the Netherlands, and the Technical University of Hamburg-Harburg, Germany. He has published his work in several journals including the California Management Review, Harvard Business Review, Industrial Marketing Management, Research Technology Management, the Wall Street Journal and others.
Mehak Gandhi is the Head of Research & Training at Valuecreator where she designs and implements B2B growth accelerator programs and next-generation sales organization strategies for companies around the globe and across industries through the Triple Fit tools and insights. She has supported several leading global companies including Allianz, Evonik, Konica Minolta, Maersk, Otis, Schindler, Schneider Electric, Sonos, Südzucker Group, Thermo Fisher, VAT, and WMF/ Schaerer. She received her doctoral degree in management (cum laude) from the University of St. Gallen, Switzerland, from where she also holds a second Swiss degree, the Financial Times top-ranked Master of Arts in Strategy and International Management.