Best Practice Report

Great Buyer Experiences Require Collaborative Go-To-Market Playbooks

May 6th, 2024
With contributors:
Amy Hayes , Kaitlyn Coalson , Drew Zalucky


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.

Want to read the full report?

Contact us to become a client

This report is available for individual purchase ($1495).

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.