Case Study

Case Study: A Global Industrial Company Embraces Cultural Transformation To Deliver Customer Value

How Customer-Centricity Ignited Marketing And Sales Alignment And Fueled Revenue Growth

March 3rd, 2022
With contributors:
Steven Casey , Maria Alexandrou , Arianne Burnette


Customer experience excellence requires a customer-obsessed company culture. When a B2B machine industry leader reached out to Forrester for help addressing their disconnected customer experience, their marketing leader acknowledged that marketing and sales were misaligned. This case study outlines how marketing and sales united to put customers at the center of decision-making, while progressing toward increased revenue attainment in a multiyear, iterative journey of collaboration.

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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.