It’s a myth that B2B and B2C are different animals. Creating strategies for one versus the other is not innately different. When it comes to leading and managing marketing, the fundamentals for both are virtually identical. It’s the tactics at the end of the process that make them different. If the success of your business lies in your customer relationships—and if growth is tied to your ability to scale your relationships and relationship-building process—then UMS is a great fit. But if your business is purely transactional or commodity-based (when competition is based on price and/or availability with no customer loyalty), then UMS may not be the best approach.