Building Inter-Dependent Customer Relationships

Today’s successful marketing and sales leaders must find new and innovative ways to support campaigns; while also improving sales and customer engagement programs. The best results come from strategies involving a better way to educate, collaborate and share ideas.

The reward for deeper engagement includes stronger networks and partnerships that improve the customer experience, leading to more sales.

Companies who lead the way have established an inter-dependent relationship with their customers. With the mindset of “their problems are our problems.” When companies engage in inter-dependent thinking they help their customers unlock ideas and discover innovation and new forms of success.

Here are three strategies to help sales and marketing teams to develop an inter-dependent relationship with their customers:

1. Replace Pitches with Discussions and Collaboration

Sales Representative need guided selling tools with an open, intelligent navigation structure that encourage the presenter to go beyond their linear presentation and facilitate meaningful conversations.

With this new paradigm, the sales representative is listening, learning and personalizing their response and the audience is an active participant.

Here’s an example of a guided selling tool produced (with drag and drop authoring) through the RISEcx publishing and collaboration platform:

2. Identify a Scalable Content Strategy To Solve Customers Most Pressing Problems

A good example of a well-organized content strategy is found on the website of Health Catalyst, a healthcare analytics and outcomes-improvement company.


Companies who create a destination for customers to learn within a flexible self-service framework establish brand superiority and knowledge leadership in their industry.

Smaller businesses do not necessarily need a robust library of content. A simple strategy involving a unique landing page for each of their main customer types is a good start.

Developing a unique page with content for specific customer types allows marketing and sales to target customers and facilitate unique customer journeys.

3. Use Engagement Analytics To Find New Actionable Insights

Marketing and sales leaders must recognize their content needs to be intelligent. At the end of the day, the best solution provides a collective report to illustrate where content has gone. Who likes it and who’s promoting and sharing it. And whether it’s producing the intended results.


In summary, the goal of an inter-dependent relationship is to help B2B marketing and sales organizations to move at the speed of their customers.