Conducting Portfolio Mapping Based On Buyer Need

January 1st, 2018

Paul Ferron VP, Research Director

Amy Hayes VP, Research Director

Barry Vasudevan VP, Principal Analyst

Beth Caplow VP, Principal Analyst

Barbara Winters VP, Principal Analyst

Katie Fabiszak Principal Analyst

John Buten Principal Analyst

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.

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