Why Read This Report
B2B marketers know they need to operate across their sales and marketing silos to connect with buyers via content, channels, and tactics that deliver the best buyer experience. But the diversity of B2B buying motions flummoxes them as they try to pivot at scale. In this report, we reveal Forrester's Go-To-Customer (GTC) Strategy Matrix to help B2B marketers engineer an engagement strategy that aligns marketing, sales, and service on the path to customer obsession. 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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