Executive Summary (This is a document excerpt)

Many companies talk the vertical talk; some, like Motorola and Computer Sciences Corporation (CSC), are walking it; and others are struggling with the basic steps of a successful vertical marketing strategy. What do the masters know that beginners can use? Forrester interviewed 16 senior sales and marketing executives and asked them to talk about how they developed their vertical marketing plans. We captured the best thinking in a decision tool to help technology marketers understand how ready their own companies are to sell to industry markets and how to execute the changes required for vertical marketing success.

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