In today's complex B2B landscape, the question of who truly owns the customer relationship has become more pressing than ever. With the lines blurring between sales, marketing, and customer success teams, determining ownership is not just a matter of organizational structure but a critical factor that influences customer experience and business growth.
For B2B marketers, understanding this dynamic is essential. The ownership of customer relationships impacts how strategies are developed and executed, how teams collaborate, and how effectively a company can meet customer needs. Clarifying roles can lead to more cohesive efforts, stronger customer engagement, and a competitive advantage in the marketplace.
In this episode of Inside The Box, we talk with Deva Rangarajan, a leading expert in sales and marketing alignment. We delve into the intricacies of customer relationship ownership, discussing how B2B organizations can navigate this complex issue to foster collaboration and drive success.
About Deva Rangarajan
Deva Rangarajan is a distinguished authority in B2B sales strategy, digital transformation, and customer-centric innovation. As a prominent academic and industry consultant, he has dedicated his career to bridging the gap between sales theory and real-world application, enabling businesses to thrive in competitive markets.
Currently a professor and consultant, Deva’s insights stem from his extensive experience as the Director of Professional Selling and Sales Management Programs at globally renowned institutions, where he has led groundbreaking research in sales strategy, buyer psychology, and technology adoption in sales. His work equips companies with actionable strategies that enhance sales force effectiveness and foster a customer-first culture.
Deva is especially known for his contributions to sales enablement and digital sales transformation. His research and advisory work have been instrumental in helping organizations optimize their sales structures, integrate advanced analytics, and embrace AI for sustained revenue growth and customer engagement.
A highly sought-after speaker, Deva has delivered influential talks at industry conferences worldwide, where he shares his expertise on topics such as adaptive selling, sales force digitalization, and building agile sales ecosystems. Deva holds a Ph.D. in Marketing, which uniquely positions him to blend academic rigor with practical sales innovation, driving value for organizations globally.
