Vision Report

Now Is The Time To Encode Buyer Needs Across The B2B Organization

Portfolio Marketers Must Hard-Wire Buyer Needs Into The Organization To Discover Growth And Maximize Go-to-Market Performance

April 30th, 2021
With contributor:
Lori Wizdo


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.

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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.