The InterComm Report - B2B Communication Trends in Global Businesses (InterComm) presents a portrait of the role of Communication in building and managing relationships with stakeholders in Portuguese organizations that have a focus on selling to other companies - Business-to-Business (B2B) and relevant international businesses. In addition to a study that identifies trends, InterComm also intends to help reflection and action, highlighting ways to respond to current and future challenges.
The context in which we live, and which we don't know for sure when it will change, has made it evident that it is time for top management to understand the contribution of Communication to the competitiveness of companies.
The business of B2B organizations is based mostly on relationships between different interlocutors and Communication has an essential role, which adds value to the organization, making it more competitive. For it to effectively contribute to this goal, it must be seen as a function that is not subsumed to commercial or technical communication, being guided by processes of mapping and stakeholder management, always with the business objectives in mind.
Yes, it is possible for a company to survive without communicating. But it will be more efficient and profitable if it manages its communication processes in a planned and intentional way.