I'm currently surveying colleagues on their opinion of this question. I have a definite opinion. Suprise?!!
I'd love to hear your opinion and then I'll post my viewpoint.
(BTW, this question comes up a lot, but it was recently asked of me on a recent trip to Germany by a B2C Marketer who was being challenged to take on B2B and wanted advice.)
Let me know by making a comment what advice you would have given!