Save or Share this Report

For B2B Marketing Professionals

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

Strategic Plan: The B2B Marketing Playbook

December 19, 2017

Primary author headshot


Playbook icon

This is the Strategic Plan report in The B2B Marketing Playbook For 2019.

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 complex product and solution portfolios challenge them, the diversity of B2B buyers flummoxes them, and organizational silos hamstring them. In this report, we detail Forrester's Go-To-Customer (GTC) Strategy Matrix to help B2B marketers engineer a GTC 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.

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

  • 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

Recommended Research