Why Read This Report
As we enter the second decade of the age of the customer, product-centric strategies still prevail over customer-centric strategies. While customer experience increases in importance, B2B marketing leaders don't know how to operationalize customer obsession in their marketing organizations. In this report, we introduce the concept of the go-to-customer strategy as a construct to help B2B marketers engineer a customer-centric engagement strategy — 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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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.
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