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.
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