TRIPLE FIT STRATEGY

HOW SUCCESSFUL COMPANIES MOVE FROM VALUE SELLING TO VALUE CREATION

Published by Harvard Business Review Press, 2024

Most companies struggle with product-centricity, internal siloes and unclear collaboration roadmaps for value creation with their B2B customers.

This book focuses on what it takes to have a strategic dialogue with your customers and make the shift to customer-centric focus.

We introduce Triple Fit Strategy, a proven framework to align your business strategy with your customer's strategy and turbocharge your growth atleast by a factor of 10 by creating a clear and powerful joint roadmap for successful value creation.

The Triple Fit Canvas takes a holistic view on the different moving parts of a business relationship and has helped hundreds of companies future-proof their business relationships with their most strategic customers.

We invite you to read the book which is based on decades of research and practice, and join us for this extra-ordinary journey to move from value selling to value creation.

Meet the

Authors

Christoph Senn

is an Adjunct Professor of Marketing at INSEAD and Co-Director of the INSEAD Marketing & Sales Excellence Initiative (MSEI). His passion is about helping organizations build high-performing business relationships. At INSEAD, Christoph teaches in open enrolment and custom Executive Education Programs. Before joining academia, Christoph held international sales and management roles at Oerlikon-Bührle, Balzers-Leybold Process Systems and Materials Divisions. After his industry time, he founded the St.Gallen University Spin-off AMC, a consulting boutique firm where he is currently acting as Chairman. He is also the Founder and CEO of Valuecreator, a software start-up company dedicated to advancing the practice of value co-creation across industries.

Mehak Gandhi

is currently the Head of Research at Valuecreator, Switzerland and a Post-Doctoral Research Fellow at INSEAD Marketing & Sales Excellence Initiative (MSEI) where she is designing and executing research projects to help leading global companies accelerate growth with their strategic customers with B2B collaboration through the Triple Fit digital tools and programs. Prior to Valuecreator, she has worked at the Research Institute for International Management at the University of St.Gallen. She holds a Doctoral degree (cum laude) and M.A. in Strategy and International Management (SIM) from the University of St.Gallen.

Inside the Book

“This book addresses how companies can recognize and overcome the barriers to strategic alignment with their major customers. Based on decades of working with companies and conducting rigorous research, this book is a must for all executives, from the CEO downwards, who serve customers.”

George S. Yip

Emeritus Professor of Marketing and Strategy, Imperial College Business School, London, and author of “Managing Global Customers”, Oxford University Press, 2007 (together with Audrey Bink)

“I get lots of book proposals about Sales and Marketing topics. But “Five-Star Business Relationships” from Christoph Senn and Mehak Gandhi stands out for its relevance, timeliness, and the IP upon which the authors can draw. A book about growth is always relevant (but especially in this economic environment) and focusing on B2B sales is timely because of the changes in that space over the past decade. Christoph Senn is also the right person to write this book.”

Frank Cespedes

Senior Lecturer at Harvard Business School, and author of “Sales Management That Works: How to Sell in a World That Never Stops Changing”, Boston, MA: Harvard Business Review Press, 2021

"In business, there is nothing more satisfying than co-creating value for customers and in so doing, creating value for employees, value for all stakeholders and value for the planet. I have used the Triple Fit Canvas and it works brilliantly."

Malcolm McDonald

Emeritus Professor, Cranfield University, School of Management, MA(Oxon)MSc PhD DLitt DSc, author of “Marketing Plans: How to Prepare Them, How to Use Them” , 7th Edition, Wiley, 2015 (together with Hugh Wilson)

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TRIPLE FIT STRATEGY

Most companies struggle with product-centricity, internal siloes and unclear collaboration roadmaps for value creation with their B2B customers.

Meet the

Authors

Inside the Book

Curious to learn more about the Triple Fit Methodology and its possibilities?

Receive a discount on the Digital Triple Fit Canvas subscription if you buy the book!

Thank You For Your Feedback

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TRIPLE FIT STRATEGY

Most com​panies struggle with product-centricity, internal siloes and unclear collaboration roadmaps for value creation with their B2B customers.

Meet the

Authors

Inside the Book

Curious to learn more about the Triple Fit Methodology and its possibilities?

Receive a discount on the Digital Triple Fit Canvas subscription if you buy the book!

Thank You For Your Feedback

Most companies struggle with product-centricity, internal siloes and unclear collaboration roadmaps for value creation with their B2B customers.