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

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.