Persona
CEO
The ultimate transformation sponsor. Strategic decision-maker who takes risk and answers to the board.
What keeps them up at night
Growth, margin, strategic exposure, board narrative.
Vocabulary
- EBITDA
- take rate
- scale
- competitive advantage
- risk reduction
Proof that convinces them
Sector cases with recognizable names; TCO comparison; valuation impact.
Issues for this persona
The Next Margin Frontier Is in the Decision
Allied's digital retail grew +39.2% while gross margin fell 4.9pp. Channel is a number; decision is still a promise. The next frontier is digitalizing the decision — price, credit, mix — under governance.
The customer who costs too much to win — and why it isn't a marketing problem
The acquisition cost on your spreadsheet is half the bill. The other half — cost to serve — decides whether a whole segment can be won. What Tracbel saw over five years.
The B2B Customer Doesn't Leave All at Once — They Stop Coming Back
In B2B, losing a customer is almost never an event. It's a silent erosion: they buy less, then buy from someone else, then vanish — and rarely over price. They vanish from accumulated friction, one hard rebuy at a time.
Growing Revenue Isn't Growing Margin — and Discount Is Where the Two Split
Selling more and earning more look like the same thing until you check the margin. When the discount policy lives scattered and ungoverned, every extra order may be carrying off a piece of profit no one sees leave.
When Serving More Customers Demands More Salespeople — and Margin Doesn't Follow
Growing the customer base looks like guaranteed revenue — but if every new customer demands more of a salesperson's time, the cost of selling scales with it and profit doesn't keep up. With three years of Imdepa data, where the invisible ceiling of B2B growth sits.
[ENG] MTE-THOMSON`s official online store connects technical support, a curated parts catalog and sales through selected retail partners, guiding customers to the right part and the ideal seller in one digital channel
MTE-THOMSON created its official online store to connect technical support and a brand‑curated catalog with sales through distributors and retailers, guiding customers to the right part and partner