Case Study

Imprivata: Establishing Regional Product Marketing To Align Resources And Drive International Growth

February 6th, 2020
Katie Fabiszak, Principal Analyst
Katie Fabiszak Principal Analyst
With contributors:
Amy Hayes , Barry Vasudevan , Beth Caplow , Barbara Winters , Paul Ferron , John Buten

Summary

B2B organizations that evolve from a product-centric to an audience-centric go-to-market approach experience many benefits, including faster growth and higher profitability. Portfolio marketing leaders are responsible for developing an audience-centric go-to-market strategy aligned across the product, marketing, and sales functions to drive organizational growth and efficiency. However, this task can be challenging without a well-defined process and clear roles and responsibilities. In this report, we explain how Imprivata transformed its go-to-market approach and allocated appropriate regional resources to drive international growth.

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