AkzoNobel

B2B Manifesto

The programme helped reposition marketing from a traditional sales-support role to a true driver of commercial value. Using a clear framework built around customer insight, value propositions and the end-to-end customer experience, teams learned how to identify the real jobs, pains and gains of their customers and translate these into stronger propositions and more effective customer journeys. By mapping where value is created at each stage of the customer experience, the programme enabled teams to align marketing, sales and operations around a shared goal: creating measurable value for customers and driving sustainable growth for the business.

A person holding a tablet displaying a presentation titled 'What does Marketing need to do?' with sections on marketing tasks and charts, on a wooden desk with papers, a notebook, and a pen holder nearby.

A woman in an orange shirt giving a presentation to a group of four people in a room with a banner that reads, 'But Marketers are getting new tools, Data fueled insights.'

People working at a wooden table with documents, graphs, and charts, pointing at a colorful pie chart in a business meeting.

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