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For B2B Marketing Professionals

Scale Your B2B Customer Obsession With A Go-To-Customer Strategy

August 1, 2016

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This is the Strategic Plan report in The B2B Marketing Playbook For 2017.

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Why Read This Report

B2B marketers know they need to operate across their sales and marketing silos, going beyond portfolio-centric campaigns to connect with buyers via content that engages across the entire life cycle. But they are challenged by complex product and solution portfolios, flummoxed by the diversity of B2B buyers, and hamstrung by organizational silos. In this report, we detail Forrester's Go-To-Customer (GTC) Strategy Matrix to help B2B marketers engineer a go-to-customer strategy that aligns marketing, sales, and service on the path to customer obsession at scale. This is an update of a previously published report; Forrester reviews and revises its research periodically for continued relevance and accuracy.

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Table of Contents

  • B2B Marketers Struggle With The Pivot To Customer Obsession
  • The Go-To-Customer Strategy Matrix Accelerates The Customer Pivot
  • Recommendations

  • Use Buying Archetypes To Create An Integrated Customer Experience
  • Related Research Documents

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