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360 Degree Feedback in 2024: Harnessing Comprehensive Insights for B2B Excellence


What is 360 Degree Feedback?

360 degree feedback represents a transformative approach to performance evaluation, extending beyond traditional methods that typically involve only supervisor reviews. This multi-rater system encompasses assessments from a broad array of sources, including peers, subordinates, supervisors, and sometimes even external stakeholders such as clients and vendors. The comprehensive nature of this feedback mechanism is designed to furnish a rounded perspective on an employee's performance, capturing insights from every direction in which they interact.

To understand in simplified terms the ‘360-degree feedback is a constructive feedback process where not just your superior but your peers and direct reports and sometimes even customers evaluate you. You receive an analysis of how you perceive yourself and how others perceive you.’

360 degree feedback in organisations

Why is it Relevant in 2024?

As we move through 2024, the pertinence of 360 degree feedback systems in B2B contexts has become increasingly pronounced. Modern organisations are pivoting towards more holistic performance assessments that champion transparency and objectivity—crucial in today’s fast-evolving workplace environments. Particularly with the surge in remote work and the continual expansion of global teams, 360 degree feedback serves as an indispensable tool. It uniquely addresses the challenges posed by physical distances and varied organisational structures, ensuring comprehensive evaluations that transcend geographical and hierarchical boundaries.

Here are some insights into the application of 360-degree feedback from recent case studies:

  • Metropolitan University in North West England: The university utilised 360-degree feedback as part of a comprehensive approach to leadership development during a significant reorganisation. This included group and one-on-one coaching, action learning, and skills development in managing conflict and having difficult conversations. The feedback process not only helped identify leadership blind spots but also reinforced positive behaviours, boosting confidence among leaders​. 

As quoted from Metropolitan University case study, "Although the 360-degree feedback was mixed for a few, there was also a lot of positive reinforcement, which was good at helping build leaders’ confidence in being able to ask for feedback."​ 

  • Philips: Implemented a global 360-degree feedback program to align employee development with strategic competencies and leadership behaviours. The initiative featured a specially designed feedback tool that provided clear, actionable insights, aiding in focused development discussions. This approach was highly regarded for its effectiveness in fostering leadership qualities critical to ongoing business success​ 

Magdalena Bracco, HR Group Project Leader at Philips, stated, "We really believe in the power of feedback to grow our employees, and the 360 tool is the starting point for effective conversations and development plans."

  • PRADCO: In this case, a 360-degree feedback survey identified key areas for improvement for an employee named Brian, who was being considered for a plant manager position. Following the feedback, a targeted coaching program was implemented, focusing on enhancing leadership behaviours like collaboration and relationship-building. A follow-up survey showed marked improvement in these areas, demonstrating the practical benefits of well-structured feedback and subsequent training​ (PRADCO)​.

From PRADCO's case study it was stated that, "When people feel valued and appreciated, they are more likely to work harder toward business objectives... The effort that Brian put into building better relationships with people helped him work through issues, resolve conflicts, and earn their support."​

How Can 360 Degree Feedback Drive Success in the B2B Space in 2024?

360 degree feedback catalyses organisational success in several pivotal ways within the B2B arena:

  • Enhanced Performance Insights: For B2B enterprises, where intricate team dynamics and robust client relationships are paramount, 360 degree feedback garners diverse perspectives that reflect a wide range of interactions both within and external to the company. This depth of insight supports nuanced performance management and strategic planning.

  • Leadership Development: This constructive feedback mechanism plays a vital role in identifying and refining leadership capabilities. In the B2B sector, effective leadership is directly correlated with client satisfaction and project success, making the discernment and development of these qualities essential.

  • Cultural Alignment: 360 degree feedback reinforces organisational values and goals by aligning the insights gathered with the company’s strategic objectives and expected behaviours. This alignment is critical in fostering a unified corporate culture that drives business forward.

What Problems Can 360 Degree Feedback Solve in 2024?

In 2024, 360 degree feedback is uniquely positioned to tackle several pressing challenges within the B2B sector:

  • Remote Work Dynamics: With more teams working remotely, 360-degree assessment tool is essential for ensuring comprehensive performance reviews, capturing insights from multiple sources. For instance, a large London research university implemented 360-degree feedback to adapt to remote working by facilitating transparent communication and identifying leadership behaviours that needed adjustment in a virtual setting. This approach helped maintain high levels of engagement and performance despite the lack of physical interaction​ (Advicesheet)​.

  • Skill Gaps: As industries evolve, identifying and addressing skill gaps is crucial. Philips, in 2024, used a 360-degree feedback program aligned with a new competency framework that pinpointed specific developmental needs related to strategic company goals. This program was particularly effective in addressing skill shortages by providing clear feedback and development paths for employees, thereby aligning their growth with emerging market needs​ (The Power Is In Your People - ETS)​.  At Yzerly we understand this importance and often have workshops on ‘Constructive feedback’ to up-skill and be relevant. 

Implementing 360 Degree Feedback Effectively in 2024

To address these challenges effectively, the application of 360 degree feedback in 2024 must be both strategic and purpose-driven:

  • Leveraging Technology: Adopting digital platforms for feedback collection, including 360-degree appraisals, is essential. This ensures timely participation and inclusion across diverse and distributed teams, making the process both scalable and efficient.For instance, Glint, a performance management platform, uses real-time analytics and AI-driven insights to enhance the 360-degree feedback process. This technology enables continuous monitoring and instant feedback, helping organisations to swiftly address any identified issues and adapt to changes in workplace dynamics​ (QuestionPro)​.

  • Actionable Insights: Transforming feedback into actionable insights is crucial. Organisations should define clear, measurable objectives based on feedback outcomes, providing employees with precise directions for improvement and growth. For example, Culture Amp integrates 360-degree feedback with engagement surveys, providing organisations with actionable insights that guide culture and performance improvements. This comprehensive approach ensures that feedback is not only gathered but is also effectively used to drive development and align with strategic goals​ (QuestionPro)​. This  360 degree Checklist is a valuable tool for your organisation. To download it, simply click the link. If you have any questions about how to implement it, please feel free to contact us—we’re here to help!

  • Continuous Improvement: Integrating 360 degree feedback as a continuous development activity, rather than a sporadic exercise, sustains its relevance and efficacy. Regular feedback cycles promote ongoing adaptation and enhancement of workforce capabilities.Such as, Lattice offers a unified platform that includes 360-degree feedback as part of continuous performance management. By integrating regular feedback into the daily workflow, Lattice helps organisations maintain a focus on continuous improvement, thereby fostering a culture of ongoing development and adaptation​ (Meeting Notes)​.


Looking ahead to the remainder of 2024, the adoption of the 360-degree review emerges as a pivotal strategy for B2B organisations navigating the complexities of global team management and rapid technological shifts. This comprehensive assessment tool, incorporating feedback from peers, subordinates, supervisors, and clients, provides a panoramic view of individual performance, essential for steering multinational teams through diverse challenges.

When effectively implemented, this constructive feedback system not only enhances performance management practices but also acts as a catalyst for significant professional growth and business expansion. By harnessing insights from multiple perspectives, organisations can pinpoint strengths, areas for improvement, and opportunities for skill development within their workforce, thus establishing a resilient foundation for future successes in an increasingly interconnected and competitive global landscape.

We look forward to collaborating with you and supporting the growth and success of your first-time managers.

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