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 As a B2B sales organization, are you experiencing the following:

  • Poor market reception of newly launched products and services or an unwillingness among customers to pay extra for new features and functionality? 
  • Overwhelming price pressure and being treated like a commodity supplier? 
  • The loss of key accounts or reductions in their volume Increased competition in profitable segments? 
  • Sales engagements which are reactive and focused on today versus proactive and focused on the long-term? 

These are reliable indicators that the voice of the executive customer isn’t being heard clearly. 

Often it means a company is listening only to the voice of end users and thus R&D, marketing, and sales are either not including or not fully communicating the business value essential to the executive decision maker. Just as commonly, companies tend to listen to only the voice of their sales organization.  

Feedback from the sales team is very important, but it does have limitations. 

Most salespeople meet with users and purchasing agents, who tend to discuss lower-level issues, such as features and functionality.  

Salespeople are also very focused on overcoming objections and matching competitors’ offerings. They extrapolate market needs from these interactions and bring that feedback to their employers as the voice of customer. 

One major consequence of mistaking the voice of other players with the voice of the executive customer in B2B sales is very evident in studies of success rates of new products. 

IBM, AcuPoll, and other organizations have consistently found that newly launched products suffer from failure rates of 60-70 percent. 

Many of these failures result from neglecting executive customers. 

When the needs and concerns of executive customers are not built into market offerings, companies find themselves investing valuable resources in projects that add only incremental value or worse, actually diminish a company’s ability to differentiate itself in the marketplace.  

This is why it’s so important that innovation is relevant …meaning that there is at least one point of differentiation in new offerings for which decision makers are willing to pay.

In the B2B world, your customers may not be familiar with your offerings per se, but they usually know their industries better than those who supply it, and they know how to evaluate your solutions in light of their needs. They aren’t going to be swayed by marketing collateral; they will scrutinize, compare, benchmark, and test your offerings. And they will also seek out expert advice from peers and third parties for references and validation.

AMG solutions are straight-to-buyer engagement programs and executive buyer platforms that cut through the sales jargon and create the platform to understand the true value of solutions offered to the company.

Email This email address is being protected from spambots. You need JavaScript enabled to view it. to seek our advice and paint a clearer picture of your next profitable innovation. Engage your executive buyers today!

Source: Geehan, Sean. The B2B Executive Playbook: The Ultimate Weapon for Achieving Sustainable, Predictable and Profitable Growth. Clerisy Press.


In many B2B companies, the loss of your biggest customer would put you out of business. That’s because thousands of B2B companies in which three or fewer customers account for 60 percent or more of total sales. Below paints a picture:


What does this revenue concentration mean for you as a B2B company?

This means that your fate lies in the hands of just a few customers, so the power of these customers is enormous.

For a B2C company like Starbucks Starbucks probably wouldn’t know if it lost 1,000 of its top customers. In fact, no matter how many venti, nonfat, cinnamon-sprinkled, decaf lattes Starbucks’ top 1,000 customers buy, if they all decided to switch to McDonald’s McLattes, it wouldn’t dent the company’s revenues.

What if your B2B company lost two of its top 10 accounts in the coming months? What would the impact be on the top line, bottom line, economies of scale, and the headcount and morale of your company? Would your company be able to recover from the loss, let alone fund growth and meet the expectations of its owners?

If you are starting to feel a little claustrophobic, prepare to have your world shrink even further. In the B2B world purchasing decisions are made by just a few people. That’s right, unlike in the B2C world, it’s just a few people in a small number of customer companies that control a B2B company’s destiny. Do you know who these people are in your customer companies? If so, how well is your company connected to them?

“We realized how important additional input and relationships with other parts of the decision chain would be for our future. Without the perspective and insight of decision makers, we would be lacking a whole category of customer input today,” says Oracle’s senior vice president and chief customer officer, Jeb Dasteel. 

Most B2B companies are not aware of executive customers, and they devote their customer outreach efforts almost exclusively to the other levels of the customer hierarchy. In fact, the average B2B company spends 75 percent of its time and money marketing and selling to end users and purchasing agents, the two groups of customers who have the least say in purchase decisions. 

Influencers, who do play an important role in deciding purchases, receive substantially less attention. And decision makers, the executive customers who actually make the purchase, receive the least investment of all. This is far from optimal.

If you do not engage your executive customers, how will these decision makers get the message about the business value your B2B company provides? How will they learn about you as a business partner? How will they come to trust you? This level of understanding does not come through osmosis, nor is it communicated simply by delivering on your contracts. No, you have to do more.

Arc Media Global will help you reach your executive customers and tap into the power of executive customers, and this is why your performance will outpace your competitors. 

Through our sector-specific conferences and industrial expos, you will actively and systemically engage your executive customers, finally put an end to the vacuum of critical information, and enable you to hear straight from your decision makers’ their aspirations, their budget priorities, and the product they need and will buy from you right now. That's the lasting value of real engagement.

Email This email address is being protected from spambots. You need JavaScript enabled to view it. to seek advice on organizing to engage your own executive customers. 

Source: Geehan, Sean. The B2B Executive Playbook: The Ultimate Weapon for Achieving Sustainable, Predictable and Profitable Growth. Clerisy Press. 

Electrical power is generated as an alternating current (AC). It is also transmitted and distributed as AC and, apart from certain traction and industrial drives and processes, it is consumed as AC. 

In many circumstances, however, it is economically and technically advantageous to introduce direct current (DC) links into the electrical supply system. In particular situations, it may be the only feasible method of power transmission.


When two AC systems cannot be synchronized or when the distance by land or cable is too long for stable and/or economic AC transmission, DC transmission is used. at one “converter station” the AC is converted to DC, which is then transmitted to a second converter station, converted back to AC, and fed into another electrical network. In “back-to-back” HVDC schemes the two converter stations are brought under the same roof, reducing the DC transmission length to zero.

HVDC transmission applications fall into four broad categories and any scheme usually involves a combination of two or more of these. the categories are:

i) transmission of bulk power where AC would be uneconomical, impracticable or subject to environmental restrictions.

ii) Interconnection between systems which operate at different frequencies, or between non- synchronized or isolated systems which, although they have the same nominal frequency, cannot be operated reliably in synchronism.

iii) addition of power in feed without significantly increasing the short circuit level of the receiving AC system. 

iv) Improvement of AC system performance by the fast and accurate control of HVDC power.

Source: Barker, Carl (2009). “HVDC for Beginners”. Areva T&D.


Join the 2nd HVDC Energy Highways Conference on October 24, 2018 in Mexico City, Mexico. Visit www.amgfirst.com/hvdc2018, email This email address is being protected from spambots. You need JavaScript enabled to view it. or call +1 (310) 622-9159.

HVDC Energy Highways is the premier event for electric utility professionals and contracting, construction, and consulting companies who are interested in senior executive-level insight and solutions for the engineering, construction, operation and maintenance of High Voltage Direct Current power transmission systems. 


The program features a packed two days of senior executive engagement, deal-making opportunities, hands-on technology demonstrations, and a half-day master class on emerging HVDC technologies to help Mexico bring new power generation on-stream to service its growing economy. 

The conference will also include presentations by recognized worldwide experts, executive case studies, and interactive discussion session along with an exclusive industrial exposition. The conference will focus on the latest state-of-the-art HVDC technology and lessons learned for building and operating HVDC energy highways successfully in Mexico and the region.  

Mexico City is the capital and most populous city of Mexico, and one of the most important financial centers in the Americas. This provides the perfect environment to foster senior-level interaction with the key decision-makers who you don't typically have direct access to, such as heads of Transmission business, VPs and Directors in charge of Grid Operation, Chief Investment Officers, Country Directors, and heads of Substation Engineering. 

We invite you to join us in Mexico City on October 25, 2018 as we shape the future of HVDC transmission networks in Mexico and Central America.

For sponsorship and program opportunities, please contact Frank Mercado at +1 (310) 622-9159 or This email address is being protected from spambots. You need JavaScript enabled to view it..

$12 MIL MILLONES se destinaron a la inversión en transmisión en el PRODESEN 2017-2031.

La red eléctrica de México está bajo presión debido a la rápida expansión de la flota de generación del país. Desde el 2000, la capacidad de generación del país se ha duplicado a más de 73,000 MW, según SENER.

Aún más, se espera que México agregue 7 GW de nueva generación por valor de $ 8.6 mil millones como resultado de sus tres primeras subastas eléctricas a largo plazo, e instale un adicional de 55.8 GW de capacidad de generación por $ 97 mil millones hasta el 2031. De esto, el 63% de la nueva capacidad será generación renovable.

El aumento en la cantidad de plantas de energía limpia, como gas, ciclo combinado, eólica y solar, que se suman a la creciente demanda actual de electricidad, requiere una extensión de la red eléctrica, con los sistemas en el noreste, norte, noroeste y sureste más vulnerable a saturarse

Pero estos corresponden a largas distancias. Para conexiones de cable de más de 40 km, es probable que HVDC sea la única solución técnica debido a la alta corriente de carga de un cable de CA, y se necesitan soluciones comprobadas.

Solucionar estos cuellos de botella disminuirá las incertidumbres a largo plazo para el desarrollo de proyectos de nueva generación en estas regiones, fortalecerá el sistema nacional y reducirá el costo de energía que mejorará la competitividad de la industria local. 

Es hora de que México haga la transición a un sistema eléctrico del siglo XXI. La tecnología HVDC estará a la vanguardia de las soluciones para esto.

¡Únase a la 2da conferencia anual mexicana de Autopistas Energéticas HVDC este 24 de octubre de 2018 en la Ciudad de México y revele las mejores prácticas que se ajustan específicamente al contexto del país para diseñar, financiar, construir y operar sistemas de transmisión HVDC!

Para registrarse, complete el Formulario de Registro en la última página de la agenda del evento y envíelo por correo electrónico a This email address is being protected from spambots. You need JavaScript enabled to view it.! 


Nuevas razones para asistir a la Conferencia HVDC

  1. Establecer relaciones con las 45 empresas de México, Brasil, China, Colombia, España, Estados Unidos e India que han mostrado su interés en participar en la última licitación de transmisión

  2. Definir el impacto del nuevo modelo de contratación de México en su capacidad para proporcionar tecnologías nuevas y avanzadas para la operación del sistema eléctrico del país

  3. Poner números a la escala y rango de capacidades técnicas y financieras requeridas para las licitaciones actuales y futuras de proyectos de transmisión eléctrica en México

  4. Permitir el desarrollo del significativo potencial de nueva generación limpia en México, teniendo en cuenta las interconexiones necesarias

  5. Conocer a los tomadores de decisiones de México y sus países vecinos de la importación y exportación eléctrica a través de las fronteras nacionales en la región

Tendencias claves que favorecen la tecnología HVDC en México

  1. Oportunidades de inversión para empresas globales que poseen las capacidades financieras y técnicas necesarias para construir infraestructura energética
  2. Crecimiento constante de la demanda energética, junto con la ambiciosa transición de México hacia los recursos energéticos limpios
  3. En 2031, se espera que el 38.2% de la generación eléctrica de México provenga de recursos de energía limpia
  4. Desequilibrio entre la oferta y la demanda de energía en varias regiones de México, lo que aumenta la dependencia de la conectividad eléctrica
  5. Período dinámico de transformación para el sector energético de México brindando importantes oportunidades de inversión

¡Regístrese hoy! Llame al +1 (310) 622-9159 o envíe un correo electrónico a This email address is being protected from spambots. You need JavaScript enabled to view it.


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