An example of resilience from the B2B world
Originally, the concept of business resilience was applied to the IT areas of companies.
The risk of cybercrime, hacker attacks and infrastructure damage led to the adoption of solutions to protect data.
But as we have seen, the concept actually concerns every company department and, especially today, even sectors far from ICT.
For example, an SME specializing in sheet-metal cutting machine tools is itself called upon to review its strategies to respond to sudden changes in the market.
Think of the post-2020 scenario.
The cancellation of trade fairs and business trips that affected B2B companies for months challenged the way new business relationships were developed.
Machinery manufacturers had to change their organization, increasingly taking advantage of remote and hybrid ways of working. The main challenge concerned the personnel in the sales area, who were largely used to carrying out their activities in person.
On the operational level, it was a matter of maximizing investment in digital lead generation solutions by targeting target companies. Not only that: the analysis of the external environment prompted the company to consider alternative markets to those already beaten, to reduce dependence on customers who were in greater difficulty at the time.
Upstream in the supply chain, it was a matter of dealing with an increasingly pressing supply risk: bottlenecks along global value chains generated production delays for numerous sectors, in addition to rising raw material prices.
To this end, the company’s supply chain manager had to analyse the market to identify alternative suppliers of electronic components for machine building and develop a Plan B to continue operations.
This approach also strengthened the company’s reputation: thanks to the new suppliers, the company was able to fill orders despite a production stoppage by a long-standing partner, thus avoiding damage to its image.
Finally, on a financial level, diversifying its target markets through digital customer research solutions allowed it to maintain its previous level of revenue while saving on business travel.
As the months went by, all these measures were formalized in a plan subject to periodic review, in which roles, procedures and goals are set out for the company departments to pursue in order to ensure a resilient structure.