Model Overview Report

Conducting Portfolio Mapping Based On Buyer Need

January 1st, 2018


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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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.