The intersection of sales, product or service marketing and its operational execution is usually incredibly complex in the B2B world. It is not static, often morphing multiple times even in a single sales cycle or customer relationship. Successful navigation requires seeing through your client’s eyes. I often ask myself, why do many CEOs and executives (sales executives excluded) shy away from engaging directly with customers to learn about their experience, whether first hand or from enterprise feedback mechanisms?
There is no better leader for an organization to follow than the collective voices of their customers. Time and time again, I see where simply following their direction can open up entirely new service or product offerings that drive share of wallet, can increase customer profitability and loyalty, and potentially block an encroaching competitor. And it costs 6-7 times more to acquire a new customer than retain an existing one, according to Bain & Company. 
http://www.chiefoutsiders.com/blog/follow-the-voice-of-the-customer-to-greater-sales