A distinguishing feature of B2B markets is the importance of the personal relationship. Personal relationships and trust develop. It is not unusual for a business-to-business supplier to have customers that have been loyal and committed for many years.

However, in the modern B2B sales funnel, personal relationships need to be built at a range of levels, so there is a spider web of contacts to any customer, protecting the company if the main sales contact moves on and also protecting the overall business relationship if any one personal relationship breaks down