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

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

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.

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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.