Making The Case For An Audience-Based Go-To-Market Strategy

Although marketing leaders’ ultimate goal is to create a connection between an organization or a product and its target customers, business units that are accustomed to product-centric marketing often resist the retraining required to shift to an audience-centric approach. To facilitate this transformation, in addition to training their own teams, marketing leaders must help the rest of the organization understand the positive business impact of go-to-market decisions that are informed by buyer insight. In this report, we present three rationales that marketing leaders can use to articulate the benefits of switching to an audience-centric go-to-market strategy.