Best Practice Report

Great Buyer Experiences Require Collaborative Go-To-Market Playbooks

May 6th, 2024
Katie Fabiszak, Principal Analyst
Katie Fabiszak Principal Analyst
Barbara Winters, VP, Principal Analyst
Barbara Winters VP, Principal Analyst
With contributors:
Amy Hayes , Kaitlyn Coalson , Drew Zalucky

Summary

B2B organizations must reassess their go-to-market efforts to ensure alignment and coordinated execution across the growth engine. Putting the buyer first is crucial, and creating a coordinated go-to-market playbook pushes teams to focus on delivering a connected and seamless buyer experience. Achieving this requires cross-functional alignment, with portfolio marketers leading the change effort and fostering a collaborative go-to-market playbook process.

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