As the economic downturn persists, Forrester is seeing a lot of introspective activity among executive teams and within sales and marketing organizations about the current go-to-market approaches and various execution tactics. Discrete issues like introducing account-specific go-to-market models, questions about how to reduce the cost of sales, and inquires about what tools to support sales are, in our opinion, all symptoms of a larger evolution from a "broadcast what you do" vendor-centric model to a more "tell me how you solve my problem" customer-first approach. This shift is forcing CEOs, VPs of sales, and VPs of marketing to rethink traditional operating models to drive results.