Vision Report

Matching Marketing Approach To Sales Strategy

June 19th, 2020
Robert Peterson, null
Robert Peterson


Today’s B2B sales organizations are increasingly complex and typically use multiple sales strategies to maximize their opportunity to grow revenue. Each of these sales strategies requires a different marketing approach to ensure sales and marketing alignment is established and sustained long term. Marketing leaders need to develop multiple approaches based on a deep understanding of the capabilities required to meet the needs linked to each specific strategy. In this report, we examine the range of marketing approaches needed to support sales needs and break down the capabilities required to deliver on each marketing approach.

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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.