Ricoh: From products to partnerships – a client-led transformation
How do you evolve from product-push to client-first success? Lauren Sallata cuts through the rhetoric of client-centricity, revealing what it really takes to build powerful, profitable client relationships in today's complex B2B landscape.
In this episode of The Client-Centric CMO, Lauren Sallata, CMO at Ricoh North America, shares the strategic roadmap that reshaped marketing, unlocking deeper relationships and accelerating growth. She reveals how Ricoh redefined their approach to value creation and market engagement by putting clients at the heart of their strategy.
With a career spanning 20 years, Lauren has driven major transformations at global enterprises, including Panasonic, Xerox, and Verizon Business, reinventing legacy B2B brands and building powerful ABM and performance marketing engines. She shares how strategic segmentation, portfolio innovation, and integrated marketing create the foundation for exceptional client relationships – and why success demands fundamental shifts in how organizations think, operate, and deliver value.
“All boats rise when we get out of a back-office mentality and think of ourselves as client-facing marketers that are driving growth.”
Listen now to hear:
- How to build the business case for true client-centricity
- Critical steps for building emotional connections that drive B2B success
- Practical approaches to turning client insights into competitive advantage
- Ways to align your entire organization around client value creation
- Strategies for measuring and proving the impact of client-centric change
This episode is packed with invaluable insights into moving beyond product-push to becoming a strategic growth partner.
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