Summary
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.
Log in to continue reading
Client log in
Welcome back. Log in to your account to continue reading this research.
Become a client
Become a client today for these benefits:
- Stay ahead of changing market and customer dynamics with the latest insights.
- Partner with expert analysts to make progress on your top initiatives.
- Get answers from trusted research using Izola, Forrester's genAI tool.
Purchase this report
This report is available for individual purchase ($1495).