Do you know what your industry value chain looks like in each market you compete in?  Do you know who are the players in each stage, what their key needs are, and what value proposition they are looking for?  Are you aware of the SWOT of each of the key player in each stage of the value chain?  By understanding how value is built up from upstream to downstream, a B2B business can best decide pricing issues, new business models, innovation opportunities, and sales and communication tactics.