I enjoyed reading this HBR post Focus on Your Customer's Customer by Kerry Bodine. But I wondered, isn't social media also pushing this and making this easier (and more important) than ever? In the past B2B companies hardly knew what the actual users/customers of their products thought of them. The Sales reps of B2B talked with DMU's (decision making units), not customers. Now via social media B2B sales can look past the DMU's and listen to the actual users/customers and use the data for product innovation, better customer service, different sales, etc.
Kerry replied to my comment and I'm happy to say she agrees! Do you agree? I'd love to hear your thoughts.