Save or Share this Report

For B2B Marketing Professionals

Engineering Valuable Sales Conversations

Forrester's Model-Map-Match Approach To Client-Focused Sales Messaging And Value Delivery

November 12, 2008

Primary author headshot


  • By Scott Santucci
  • with Bradford J. Holmes,
  • Robert Muhlhausen

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.

Get Access

Already a Client?

Log in to read this document.

Become a Forrester Client

Customers are the new market-makers, reshaping industries and changing how businesses compete and win. Success depends on how well and how fast you respond. Forrester Research gives you insights and frameworks aligned to your role to shorten the time between a great idea and a great outcome, helping your teams win in the age of the customer. Contact us to learn more.

Purchase Report

This report is available for individual purchase ($499 USD).


Table of Contents

  • Market Forces Are Fundamentally Altering Tech Buyer/Seller Relationships
  • Technology Vendors Are Passively Coping With The Complexity
  • Engineered Sales Conversations: The Key to Effective Sales Enablement

  • Start Transforming, While Performing

  • Vendors Are At A Fork In The Road
  • Related Research Documents