In the race to build an exceptional customer data foundation, B2C companies are steadfastly in the lead. From the onset, B2C companies have built their entire business model, including their system infrastructure, architecture, and processes, around the customer. On the other hand, B2B companies have traditionally built their business around the product, with the customer as a secondary consideration. To build a truly customer-centric business, B2B technology companies must re-evaluate their customer data model in order to drive revenue-generating value for their customers and company.

In this episode, host Ross Fulton chats with David Read, Global Customer Success Operations at VMWare, for his insights on the challenges and opportunities of optimizing customer data and how enterprise organizations can transform their customer data into their most strategic asset.