I put this graphic together a few years ago for a presentation I gave to a group of B2B Marketers.
The idea was that with the 'consumerization' of the B2B buyer, it was a good time for B2B companies to start thinking differently - specifically more like traditional B2C companies, with a focus on an engaging, possibly even transactional web site and along with this, a focus on web analytics.
I figured the best place for these companies to start their focus on web analytics was to understand where their organization fit into this chart. It would be unsurprising if they were in one of the earlier stages. A few years ago many B2B websites were simply online brochures.
Fast forward a few years to now... the concept of B2B consumerization is mainstream. Many B2B websites have been redesigned to be informational, interactive, engaging, and many even offer eCommerce now.
I am happy to say, now many B2B companies are working to improve their attitude to analytics.
And, it seems that consumerization has spread beyond just B2B. It is everywhere - financial services, professional services, even education. But more on that another day.