Customer centricity, obsession for the buyer or customer, is hot and here to stay. We must focus on their needs in order to acquire and retain our customer’s loyalty. Customer obsession is necessary to be profitable in the long term. This challenge leads to crucial questions: How can we transform to a true customer centric marketing organization? What role does marketing play in the move to customer centricity? How do we restructure our marketing teams?At last year’s B2B Marketing Forum we broke down the walls between marketing and sales. Now we must continue our journey by transforming from self to buyer and customer obsessed marketing!