B2B Is Redesigning Everything. The Customer Still Isn't in the Room

Uphoff on Media Podcast · May 13, 2026 · 13m

There is a room I keep walking into. The faces change. The industry changes. The agenda changes. But the missing person is always the same.

The customer isn’t there.

I recently sat with a group of senior Procurement executives. Smart, experienced operators redesigning their workflows for the agentic AI era. The conversation was serious, these were executives working through real transformation. What processes should be automated. What decisions should remain human. How supplier engagement models need to evolve.

But something kept nagging at me. The SaaS platform vendors their organizations…