Case Study

Availity: Shifting From A Single Product To A Portfolio Of Offerings

October 1st, 2021
Matt Papertsian, null
Matt Papertsian
Barbie Mattie, null
Barbie Mattie
With contributor:
Robin Whiting


Many emerging companies see initial success with a new product offering but struggle when that product becomes a portfolio of offerings targeting multiple segments. When this occurs, it is critical for marketing to partner with sales, set a clear strategy, and test new approaches to determine which products will be most effective moving forward. By focusing on specific audiences with unique messages, smaller marketing teams can create better-quality leads for sales. In this case study, we explain how Availity made this shift while implementing a new revenue engine strategy, targeting specific audiences to drive demand, and increasing sales and marketing effectiveness.

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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.