How suppliers and customers can collaborate to grow together
In their new book Triple Fit Strategy: How to Build Lasting Customer Relationships and Boost Growth, INSEAD professor Christoph Senn and Mehak Gandhi, Head of Research at Valuecreator, propose a new strategy for businessthat embraces a 360o customer-centric approach, where suppliers and customers collaborate as a single company to grow far more than they could on their own.
Instead of the “product selling” playbooks that businesses have long followed, the authors lay out a Triple Fit Strategy framework where customers are at the heart of three core “fit” areas: planning, execution and resources.
Based on over two decades of research, the book demonstrates how companies who apply Triple Fit Strategy contribute 10x more to their customers' success and can double account values in less than three years.
The book also draws from extensive training and advisory work with Fortune 100 and global companies (BASF, GE, Konica-Minolta, Microsoft, Sonos, Tetra Pak, and more), including Danish shipping giant Maersk, which unlocked hundreds of millions of dollars in new business opportunities using the Triple Fit Strategy with a New Zealand-based customer.
With a database of 10,000+ cases, Triple Fit Strategy introduces an entirely new approach to business. Complete with practical steps to invite your customers and stakeholders into your company’s internal process, businesses will also be able to better evaluate customer relationships and allocate resources for faster breakthroughs.
"Triple Fit Strategy vividly illustrates how companies—sellers and buyers—can build a business relationship as though they belong to one company. The book vividly illustrates how to achieve ‘three fits’ between them at the planning, execution, and resource levels. It is filled with insightful and interesting examples. It is must-read.” W. Chan Kim, Professor of Strategy at INSEAD and Co-director of the INSEAD Blue Ocean Strategy Institute.
Published on 19 November 2024 by Harvard Business Review Press, this groundbreaking new book demonstrates how putting customers at the heart of business strategy can enable greater value for everyone involved.
To order the book, visit here.
About the authors:
Christoph Senn is an Adjunct Professor of Marketing and Codirector of the Marketing and Sales Excellence Initiative (MSEI) at INSEAD. He is also the founder and CEO of Valuecreator, a global provider of B2B growth tools and programs.
Mehak Gandhi is Head of Research and Training at Valuecreator, where she designs and implements B2B growth-accelerator programs and next-generation sales organization strategies for companies around the globe and across industries.
