Business Case Report

Making The Case For A Customer-Centric Go-To-Market Strategy

July 9th, 2024
Katie Fabiszak, Principal Analyst
Katie Fabiszak Principal Analyst
With contributors:
Amy Hayes , Beth Caplow , Barry Vasudevan , Barbara Winters , Nicky Briggs , John Buten , Brittany Viola , Jenna Santos , Drew Zalucky , Aidan Doyle

Summary

A B2B leader’s ultimate goal is to create a meaningful connection between their organization or product offering and its target customers. But businesses that are accustomed to product-centric marketing often resist the retraining required to shift to a customer-centric approach. To facilitate this transformation, in addition to training their own teams, portfolio marketing leaders must help the rest of the organization understand the positive business impact of go-to-market decisions that are informed by buyer and customer insights. This report provides three rationales that portfolio marketing leaders can use to articulate the benefits of switching to a customer-centric go-to-market strategy.

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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.