Buyer needs are the DNA of any business and contain the instructions for innovation and go-to-market efforts. But far too often, B2B organizations misunderstand or fail to recognize their buyers’ needs. Market forces such as changing buyer expectations, growing portfolio complexity, and the rapid pace of innovation are creating more distance between what buyers need and how organizations are addressing those needs. In this report, we describe the imperative for portfolio marketers within B2B organizations to encode buyer needs into their organization’s culture, knowledge, and processes to discover growth and maximize go-to-market performance.