Forrester

Why Read This Report

Technology buyers are in the midst of redefining their relationships with vendors, anointing just a few as value-added partners while relegating the bulk to the commodity supplier heap. To succeed in this dog-eat-dog world, sales enablement professionals must engineer a strategic program that empowers sales teams to efficiently configure messages, product combinations, and conversation strategies that match clients' needs and buying patterns and knock their socks off. Forrester's Model-Map-Match framework reflects the customer-centered foundation that underpins go-to-market approaches that systematically — and efficiently — differentiate a vendor's products and business value from the pack.