Businesses are under attack. A company’s former customers and partners are quickly becoming new adversaries, and digital disruption is the new norm. Customers now have more access to information, which means companies selling to their clients must be more knowledgeable about the customers they service. Successful companies help their clients “connect the dots” between the things they make or sell and the value they deliver to business outcomes and individual customer needs. Utilizing Process-Centric Marketing (PCM) principles can help companies acquire the required customer insight to connect these dots while leveraging new ways of thinking and new business models to gain competitive advantage. Leveraging the two proven disciplines of business process modeling and audience segmentation, PCM helps a company improve its competitive advantage by gaining in-depth understanding of the underlying processes and audiences impacting business outcomes. It removes inherent organizational biases and solution blindness, which is often present when companies only define and conduct their business based on the “things” they make or sell. In this e-book, the author analyzes several different business challenges that most companies face when operating product- or thing-centrically. Each chapter addresses the common market barriers to business success and illustrates how those barriers can be overcome by applying PCM principles. These principles are further reinforced with supporting examples from industry leaders and personal case studies from the author. By utilizing PCM principles and the tools covered in this e-book, companies can gain a competitive market advantage and mitigate risks from unexpected market disruption.