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For B2B Marketing Professionals

Beyond Marketing And Sales Alignment: Calibrate To The Customer For Optimal Buyer Experience

Vision: The B2B Marketing Playbook

May 1, 2019

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This is the Vision report in The B2B Marketing Playbook For 2021.

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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Table of Contents

  • B2B Marketers Struggle With The Pivot To Customer Obsession
  • The GTC Strategy Matrix Aligns Marketing And Sales To The Customer
  • Recommendations

  • Use Buying Motions To Create An Integrated Buying Experience
  • Related Research Documents

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