Getting Buy-In For An Audience-Based Go-To-Market Strategy

To move away from a product focus and toward audience-centricity, an organization must build consensus — or at least acceptance — for the change. Marketing leaders may find this shift challenging, as not every organization is aware of or agrees on the need for change. Based on our research, one of the top three challenges CMOs face when trying to make this shift is convincing product business units that the change is necessary. In this report, we describe a three-phase approach marketing leaders can use to get buy-in for an audience-centric go-to-market strategy.