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 align marketing, sales, and service around a customer-centric engagement strategy focused on helping buyers progress through their buying journey.