This case study highlights the importance of aligning internal teams around a shared focus on customer needs, illustrating the benefits realized by a global industrial technology provider. By identifying the most appropriate solutions for specific use cases, a large business unit was better equipped to shift from a product focus to a buyer-centric go-to-market strategy. The product marketing team used research, tools, and expert guidance to implement this new go-to-market (GTM) approach. As a result, it adopted a new way of working and improved marketing performance by focusing on the needs of its target audience.