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
Amy Bills, VP, Principal Analyst
Amy Bills VP, Principal Analyst
Jennifer Bullock, null
Jennifer Bullock
With contributors:
Lisa Gately , Laura Ramos , Eric Zines , Amy Hawthorne , Peter Ostrow , Alesia Garrett , Justin Ferguson , Robin Whiting

Summary

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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