Business Case Report

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

January 1st, 2018


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.

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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.