Prophet’s Fred Geyer Releases New Book

June 10, 2020

NEW YORK – Fred Geyer, Senior Partner at Prophet, a global consultancy, and Joerg Niessing, Faculty Member at INSEAD, today release The Definitive Guide to B2B Digital Transformation – a playbook for B2B leaders looking to accelerate their growth and digital transformation efforts to win in today’s market.

“It’s clear the impact the COVID-19 pandemic has had on many B2B businesses. Those who deferred their digital decisions before are now seeing their vulnerabilities exposed, forcing many to wake up and accelerate their digital transformation efforts in order to build the operational resiliency needed to survive,” said Fred Geyer. “This book arms B2B growth leaders with the tools needed to move ahead.”

Providing a step-by-step path, The Definitive Guide to B2B Digital Transformation outlines the three transformative shifts that need to be taken by B2B businesses now to sustain profitable growth in the face of changing market dynamics:

  • The Digital Selling Shift to digital demand generation
  • The Digital Experience Makeover to digital customer engagement
  • The Digital Proposition Pivot to data-powered, digital solutions

“Our research is showing that B2B leaders can only succeed with their digital transformation if they prioritize customers over technology. B2B companies need to first understand what customers really want and then think about the technologies that will help to fulfil these customer needs” said Joerg Niessing. “This is also the main principle of our book.”

The book includes rich case studies and best practices from companies including Maersk, Michelin, Adobe, IBM, and Johnson & Johnson – all businesses that are putting customers at the heart of their digital transformations to successfully drive uncommon growth.

The Definitive Guide to B2B Digital Transformation is available in both eBook and hard copy here.


“This book illuminates the secret sauce of digital transformation in the B2B space” – David Aaker, renowned brand strategist and bestselling author.

“A thought-provoking exploration of three crucial transformational shifts for B2B companies” – Vincent Clerc, CEO, Maersk Ocean & Logistics

“This is a great guide to applying best practices to the formidable challenge of digital transformation in complex markets and supply chains.” – Dr. Lars Brzoska, Chairman of the Board of Management, Jungheinrich AG

“By providing case examples and step by step assistance in determining where to play, how to win, what to do and who to win, this book fulfilled my need for inspiring and pragmatic transformation guidance” – Lindy Hood, Chief Customer Experience Officer, Zurich Financial North America

About the Authors

Fred Geyer is a senior partner at Prophet. He has helped B2B clients in the financial services, healthcare, and technology industries – including Zurich Financial, AXA, Johnson & Johnson Medical Devices, Medtronic, and Avery Dennison – undertake customer-first transformations and address the challenges of digital disruption. Fred’s prior experience as president of Crayola Canada and chief marketing officer, North America, of Electrolux Floor Care, enables him to bring a practitioner’s perspective to making digital transformation work in the real world.

Joerg Niessing is a member of the faculty at INSEAD and is a globally recognized expert and strategic advisor on digital transformation, digital strategy, customer-centricity, and data analytics. He is the program director of INSEAD’s flagship programs “B2B Marketing Strategies” and “Leading Digital Marketing Strategy.” Over the past five years, Joerg has engaged with more than 3,000 executives from a wide range of companies in Europe, the Americas, the Middle East, and Asia, including Google, Kone, Roche, Maersk, Michelin, IBM, Thales, PwC and Kion. Joerg’s prior experience as head of Prophet’s Insight and Analytics practice, along with his previous work as a marketing data scientist, inform his insights on ensuring that digital transformations are data-driven, customer-centric, and drive sustainable growth.

About INSEAD, The Business School for the World

As one of the world’s leading and largest graduate business schools, INSEAD brings together people, cultures and ideas to develop responsible leaders who transform business and society. Our research, teaching and partnerships reflect this global perspective and cultural diversity.

With locations in Europe (France), Asia (Singapore), the Middle East (Abu Dhabi), and now North America (San Francisco), INSEAD’s business education and research spans four regions. Our 165 renowned Faculty members from 41 countries inspire more than 1,300 degree participants annually in our MBAGlobal Executive MBA, Specialised Master’s degrees (Executive Master in Finance and Executive Master in Change) and PhD programmes. In addition, more than 11,000 executives participate in INSEAD Executive Education programmes each year.

INSEAD continues to conduct cutting-edge research and innovate across all our programmes. We provide business leaders with the knowledge and awareness to operate anywhere. Our core values drive academic excellence and serve the global community as The Business School for the World.

About Prophet

Prophet is a growth and transformation consulting firm that helps leaders unlock uncommon growth. The type of growth that isn’t just bigger, more profitable or faster. It’s rich with possibility and aligns with where the world is now — and where it will be tomorrow. Uncommon growth is purposeful, transformative and sustainable.

With 15 global offices and nearly 700 strategists, data analysts, marketers, digital experts and creatives, Prophet has worked with the world’s most successful companies, including CVS Health, Home Depot, Marriott, Netflix, Electrolux and UBS, partnering with them from strategy to in-market execution. Our teams are committed to partnering with clients to develop solutions that drive lasting impact and help move society forward.