This very topic was the focus of a recent webinar, “Bringing B4B to Life: Moving from Disruption to Growth.” The term “B4B” was coined by the Technology Services Industry Association (TSIA) in a recent book of the same title. Essentially, B4B represents the next evolutionary stage of the previously dominant B2B model, one based largely on the “as-a-Service” model.
Organized by TSIA and LogMeIn, this webinar featured two presenters: John Ragsdale, Vice President of Technology and Social Research for TSIA, and John Purcell, Director of Customer Care Products for LogMeIn. These experts discussed the nature of B4B, its implications for the business world at large, and how firms in every industry should strongly consider adapting to this new paradigm.
The B4B shift
Early in the webinar, Ragsdale highlighted some of the key concepts featured in his firm’s B4B book. Specifically, he focused on how the rise of cloud computing services is leading companies to shift from CapEx to OpEx, thanks to the ongoing, service-based nature of these solutions.
Critically, Ragsdale emphasized that B4B represents a new relationship between business-facing organizations and their clients. In the past, firms would work hard to sell their wares to other businesses, and then would move on. With the cloud, though, this is no longer feasible, as businesses are selling services, rather than products. This means that ongoing performance and support are essential for maintaining satisfactory revenue levels.
This shift may not be easy for every company, but it is where the business world is moving. This webinar highlighted not only the differences between traditional B2B and the new B4B models, but also the intermediary stages many firms will go through as they evolve toward the latter.