Summary
B2B organizations that go to market with a product-centric approach create an offering first, then try to find buyers to fit the offering. As a result, their messaging, content, and campaigns generally fail to resonate, and marketing and sales performance is lackluster. With an audience-centric approach, organizations start with the buyers — pinpointing buyer needs and then mapping offerings in their portfolio to those buyer needs. In this report, we describe how to conduct buyer-centric portfolio mapping that aligns offerings to buyer needs and identifies potential gaps in the organization’s portfolio and opportunities for innovation.
Log in to continue reading
Client log in
Welcome back. Log in to your account to continue reading this research.
Become a client
Become a client today for these benefits:
- Stay ahead of changing market and customer dynamics with the latest insights.
- Partner with expert analysts to make progress on your top initiatives.
- Get answers from trusted research using Izola, Forrester's genAI tool.