There's a lot of talk at the moment in the B2B world about changing the sales experience - through front-line sellers or through better pre-sales consultancy teams. We all know it's easier to retain existing customers that win new ones so, while you're focused on improving the sales experience, are you also just as focused on demonstrating value delivered to current customers?

Many companies are poor at this. They provide customers with MI on products/services taken, expenditure patterns, information on new products being launched, service against SLAs etc. That's needed but is not value created. 'Value' is about the business advantage gained - costs, risks, revenue - rather than the service needs set out in the contract. The reality is that suppliers often create value at customers in areas they're not aware of! Think direct and indirect ripple effect of solutions.

Are you watering your customers with insights and advice but also demonstrating value delivered?