How To Report

Align Case Studies With Buyer Needs To Improve Results And Reduce Internal Friction

Sales And Marketing Joint Planning Serves The Company, The Buyer, And The Customer Sharing Their Story

March 13th, 2023
Jennifer Bullock, null
Jennifer Bullock
With contributors:
Lisa Gately , Laura Ramos , Eric Zines , Amy Hawthorne , Peter Ostrow , Alesia Garrett , Justin Ferguson , Robin Whiting


Customer stories that align to buyer needs are among the most impactful assets used in all phases of the buying journey. Yet many B2B companies miss the crucial step of establishing early marketing and sales collaboration to optimize these assets. This leads to wasted effort and decreased ability to interact effectively with buyers. This report shows how marketing and sales teams can use the Forrester Customer Advocacy Content Template to align customer storytelling to buyer needs.

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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.