Vision Report

A Go-To-Customer Strategy Accelerates B2B Marketing’s Pivot To Customer Obsession

Calibrate To The Customer For Optimal Buyer Experiences And Maximum Revenue Results

March 4th, 2021
Lori Wizdo, null
Lori Wizdo
With contributors:
Caroline Robertson , Miriam ElKorchi , Kara Hartig


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.

Want to read the full report?

Contact us to become a client

This report is available for individual purchase ($1495).

Forrester helps business and technology leaders use customer obsession to accelerate growth. That means empowering you to put the customer at the center of everything you do: your leadership strategy, and operations. Becoming a customer-obsessed organization requires change — it requires being bold. We give business and technology leaders the confidence to put bold into action, shaping and guiding how to navigate today's unprecedented change in order to succeed.