Model Overview Report

Go-To-Market Architecture: From Product-Centric To Audience-Centric

January 1st, 2018
With contributor:
Monica Behncke


B2B organizations often use an internal organization chart or product portfolio hierarchy to inform their go-to-market strategies, which results in a fuzzy vision of the buyer audience. To move from product- to audience-centricity, Forrester recommends the design of a go-to-market architecture that aligns the offering portfolio to buyer audience segments. In this report, we introduce the Go-To-Market Architecture Framework, which provides five dials, or best-practice planning exercises, for aligning go-to-market strategy across product, marketing, and sales based on a clear view of the buyer audience.

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