Breakthrough Business Relationships Consortium 2025

More than ever, there is an urgency for companies and executives to build business agility in an increasingly volatile, uncertain, complex and ambiguous (VUCA) world. Indeed, business agility is a critical factor for success in the new B2B landscape. Furthermore, with the growing importance of global customers, navigating uncertainty in B2B relationships has become a key question for many companies. However, only a handful of companies have mastered developing new growth strategies in today’s challenging business landscape. 

Imagine when you have a GPS tool to navigate your strategic customer relationships. Imagine your salesforce master the transformation to the new B2B landscape.

The Breakthrough Business Relationships (BBR) Consortium is specially designed to support companies in building their own Business Relationships GPS in accelerating business growth through their strategic customers.

The BBR methodology is based on the Triple Fit Canvas, i.e., a shared lens for Analysis, Strategy and Action. It expands a limited, product-centric view to encompass a customer-centric perspective and create new opportunities for mutual growth. Read more about the Triple Fit Canvas here. 

The BBR Consortium is hosted by INSEAD Marketing & Sales Excellence Initiative (MSEI). Officially launched in 2021, the MSEI synergises the energies and talents of the School’s research and educational capabilities with INSEAD alumni and global professionals in Marketing & Sales roles. Our core mission is to provide a global platform for senior executives to learn, create thought leadership, disseminate knowledge, and share best practices within a professional network of business leaders and experts interested in Marketing & Sales Excellence.

This is an invitation-only initiative. Participants will join a global B2B network of leading companies.

Objectives

1. Cross-Industry Benchmarking
   Identifying and analyzing your strategic customer relationship performance patterns from both internal (supplier) and external (customer) perspectives.
2. Tailored Growth Strategies 
   Developing the world’s largest database of benchmarking information on high-value customer-supplier relationships with comprehensive real-life practice cases.
3. Breakthrough Success Cases and Next Practices 
   Buidling the world’s largest database of benchmarking information on high-value customer-supplier relationships with comprehensive real-life practice cases.

Tangible Outcomes

1. Assessment of top-10 customer relationships | Strategy check
2. Coaching of up to five real-life Value Creation Projects for breakthroughs
3. Cross-industry benchmarking and learning, success case library

"The consortium membership has helped us to develop high-value relationships with global customers and project partners and run them like a business." - Michael Dobler, Senior Vice-President Global Key Accounts & Large Projects, Schindler and INSEAD MSEI Advisory Board Member

"Presenting my Triple Fit findings to my customer has led to more open conversations regarding budgetary planning and alignment of resources." - Stephen Colgan, Client Partner, Vodafone Global Enterprise

"With the help of the Triple Fit Canvas, I identified $25 million of savings per day in my customer's value chain. I am now acting as conductor of a compelling global value proposition." - Christine Dickson, Key Client Manager, Maersk

"The Triple Fit Canvas helped us develop a 360-degree view of our business relationships, align strategies across products and geographies, and co-create value with our top customers." - Dr. Michael Heuer, former CEO, Roche Diagnostics Division

"The Triple Fit Canvas is a very intuitive tool. It is not an additional task, but the basis to continuously co-create value with our most important customers." - Dr. Matthias Kiessling, Head Global Business Services, Konica-Minolta

A representation of firms we have partnered with in past Consortia:

Participation is restricted to limited number of non-competing companies to enable a fuller representation of industries and experiences. The ideal BBR Consortium member is a leading company in its industry with a global customer base. 

Further Information can be found here.

For an in-depth conversation about the BBR Consortium, please contact the Co-Director of INSEAD MSEI at email: [email protected].