Conference Presentation

B4B: Where Tech Industries Are Heading

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Industry after industry is becoming technology-driven as software rapidly eats the world. But in tech today, it seems as if there are only two types of companies—no growth with high profits and high growth with no profits. What is wrong?
There are clear signs that the traditional B2B business model—designed to serve the simple needs of early manufacturing companies—is simply overwhelmed by product complexity. Customers can’t take on anymore of it, and suppliers can’t seem to stop pushing it at them. The industry has reached an impasse. Until suppliers figure out how to deliver better results, customers’ only interests will be in paying less. Growth will only be available to suppliers who offer simpler or cheaper.
So what will make profitable growth return? Better customer outcomes. After decades of hesitation, suppliers are about to jump into the ROI game every day, right alongside their customers. For the first time in history, the technology, tools, and digital wiring are there to make that kind of supplier engagement scalable and effective. The new book, B4B, seeks to redefine the commercial relationship between business customers and their suppliers for this new age. It explains with examples the powerful capabilities and models that are enabling a new breed of technology-fueled, data-driven partnerships. B4B promises to deliver unparalleled levels of business value for its leaders—and to disrupt or dislocate the companies who continue to hesitate.
In this keynote, TSIA CEO J.B. Wood will discuss the root causes of the current impasse that often stalls customer spending. He will also unveil a completely new framework that helps companies better align how they operate with how their customers achieve outcomes. The framework can also help to structure and simplify the stressful internal transformation conversations currently taking place inside many tech suppliers. Armed with these insights, attendees will be able to more objectively identify the challenges facing their company and their service organizations. They will get clear answers about what to do next to enable service organizations to transition their value proposition from being product-focused to customer outcome-focused in order to defend, protect, and grow their revenue. 
With services as an essential pillar, it’s time for tech suppliers and their customers to rethink their partnerships. The rise of B4B will help reorient a maturing tech industry for a new phase of growth. Come and learn what capabilities you will need, and what role you will play in it.


TSIA is well worth the investment. This is the one place where you can come and get a fusion of ideas that you can then marry up to the goals and objectives of your organization and boil that down into several actionable plans that you can implement over the next 6 months to a year.

Peg Rodarmel, SVP, Subscription Services, Infor

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