Business to Business is DEAD
When I started in business you were immediately put into the B2C sector or the B2B sector, which seemed to make complete sense (back all those years ago). Business was a lot more fixed and rigid, defined and well rehearsed. Then something happened, there began a real culture shift as people started to engage through the internet. No longer did you need to rely on what the rep from an organisation was telling you and compare it to the next rep from that business. Instead, all of a sudden, you could Google exactly what you were thinking and get tonnes of information about it. Not only that but you could joins groups, read posts and reviews and even very quickly see what competitors were offering.