INTRODUCING

Triple Fit Strategy

How to Build Lasting Customer Relationships and Boost Growth

Published by Harvard Business Review Press

Where to buy the book

Download your free Triple Fit Tools

To the tools

It's time for B2B companies to rethink their growth logic.

Business relationships are still dominated by a narrow perspective—trying to match products to customer needs and making deals. It's a buyer-seller relationship built on a transactional mindset, and it's not how you should be doing business.

There's a better way—orchestrating growth—in which suppliers and customers collaborate to build strategies and grow together as if they are one company.

We lay out the Triple Fit Strategy framework to help you escape the product-centric mindset and put customers at the heart of your business strategy. Companies who use it can contribute 10x more to their customers' success and can double account values in less than three years.

What’s more, Triple Fit Strategy helps sales and business leaders to understand the health of their customer relationships better and allocate resources for faster breakthroughs.

It's a proven approach that we have implemented with hundreds of companies over 25 years and validated with data from more than 10,000 cases.

Triple Fit Strategy is a breakthrough approach to strategy and sales with the power to transform businesses. Your journey to becoming a value creator starts here

Triple Fit Strategy takes a holistic view and places a higher priority on value creation across three collaboration levels: planning, execution, and resources.

Based on a hands-on toolset, Triple Fit ensures customer and supplier are aligned across three areas: planning, execution, and resources.

The Triple Fit Canvas, a diagnostic and action framework, provides a systematic approach that every account manager and sales team can use to boost business results.

The book includes real-life business cases from 3M, Adcubum, Agrana, Aptar, BASF, Best Buy, BMW, CILcare, Danone, db Audio, DSM, E.ON, Evonik, Hillebrand Gori, Indicia, KDB, Konica-Minolta, Kotahi, Lactalis, Maersk, Marriott, MUREX, Natura, P&G, Schindler, Sonos, SOREC, Thermo Fisher, Unilever, VAT, Vodafone and WMF/ Schaerer.

Meet the Authors

Mehak Gandhi

Mehak is the Head of Research & Training at Valuecreator where she designs and implements B2B growth accelerator programs and next-generation sales organization strategies for companies around the globe and across industries through the Triple Fit tools and insights.

She has supported several leading global companies including Allianz, Evonik, Konica Minolta, Maersk, Otis, Schindler, Schneider Electric, Sonos, Südzucker Group, Thermo Fisher, VAT, and WMF/ Schaerer.

She received her doctoral degree in management (cum laude) from the University of St. Gallen, Switzerland, from where she also holds a second Swiss degree, the Financial Times top-ranked Master of Arts in Strategy and International Management.

Christoph Senn

Christoph is Adjunct Professor of Marketing and Co-Director of the Marketing & Sales Excellence Initiative (MSEI) at INSEAD. He is also founder and CEO of Valuecreator, a global provider of B2B growth tools and programs.

Prior to joining INSEAD, he taught at the University of St. Gallen, Columbia Business School in New York, Rotterdam School of Management in the Netherlands, and the Technical University of Hamburg-Harburg, Germany.

He has published his work in several journals including the California Management Review, Harvard Business Review, Industrial Marketing Management, Research Technology Management, the Wall Street Journal and others.

Inside the Book

Introduction: Orchestrating Mutual Growth

Part I: Understanding Triple Fit Trajectories
Chapter 1: Rethink the Growth Logic
Chapter 2: Initiate a Strategic Dialogue
Chapter 3: Define Game-Changers

Part II: Navigating Triple Fit Journeys
Chapter 4: Focus Where the Growth Is
Chapter 5: Execute Validated Growth Plans
Chapter 6: Keep the Growth Momentum

Part III: Sustaining Triple Fit Conditions
Chapter 7: Develop Customer General Managers
Chapter 8: Build Growth Champions
Chapter 9: Establish a One-Company Culture

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“Triple Fit Strategy has started to transform the way our customer interactions. We now engage more in strategic dialogues focused on joint value creation."

Niels Pörksen, CEO, Südzucker Group

“Triple Fit Strategy helps us to develop high-value relationships with our customers and project partners and run them like a business."

Michael Dobler, Head of Global Account Management, Schindler Group

“Triple Fit Strategy works! In fact, it has become embedded in the way we manage our relationships to stay close to our strategic customers regardless of industry conditions."

Vincent Clerc, CEO, A.P. Moller - Maersk

“Triple Fit Strategy aims to show how buyers and sellers can build a business relationship as if they belong to one company. The book vividly illustrates how to achieve ‘three fits’ between them at the planning, execution, and resource levels. It is filled with insightful and interesting examples. It's a must-read.”

W. Chan Kim, Professor of Strategy at INSEAD, Bestselling Author of Blue Ocean Strategy

“Triple Fit Strategy is smart, practical, and based on the authors’ years of experience across industries. It can help you turn customer focus from rhetoric to reality.”

Frank Cespedes, Senior Lecturer, Harvard Business School, author of “Sales Management That Works”

“Rarely does one encounter the right mix of conceptual sales strategy, hands-on tactics, and empirically proven bottom-line impact. Triple Fit Strategy stands out as an exception—a must-read for business leaders and their sales teams.“

Thomas Gøgsig, Chief Commercial Officer, ECCO Group

Triple Fit 360: Your toolset to create 10x value and boost growth

Fast-track your Triple Fit Strategy implementation for mutually beneficial outcomes

- Define jointly agreed priorities to unlock the most profitable opportunities for joint growth.
- Unlock the full potential of your customer relationships.
- Coach your sales team to be more effective and efficient.

Learn More