As a B2B organization, your growth potential lies within your organization’s ability to create customer value.  Is it clear why a prospective client should choose your product or service over your competition?  According to Forrester Research, only 16% of Executives find a vendor’s products, services or capabilities to be the most important factor separating them from the pack. That means your marketing collateral and sales presentations better do a darn good job of explaining what you know about your customer's pain points and problems, why they should bother changing their current approach, why your solution is the best and only option.