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As mentioned in my last post, it's fundamental for a business to know its customers to pursue the critical path. But in practice, how does a company learn about its customers? In this article, I'll analyze this question from a B2B perspective, the one I'm most familiar with.

On a high level, there are three aspects to learn about customers: who they are, what they need, and how their supply chains/tech stacks look like.

Who customers are

The following are some general dimensions a business should learn about its customers. The amount of effort to learn about each one depends on the business. If any of them is clear and known to all employees, a company can skip that part.

Getting to know who customers are should be part of the sales preparation and should be done before the first sales call. Otherwise, a business risks losing the chance to best interact with customers.