ReadSoft: Achieving Audience-Centricity

January 1st, 2018

With contributors:

Karen Traikovich , Rachel Birrell

Summary

Having the right go-to-market approach is a critical prerequisite for becoming an audience-centric B2B organization. Without the proper upstream strategies and planning in place, downstream programs will fail to meet buyer needs. Once marketing, product, and sales teams are aligned around go-to-market activities and deliverables, the organization can start changing the structure and processes that impact buyer-facing execution. In this case study, we describe how ReadSoft from Lexmark used Forrester’s research, models, and tools to take a market-driven, audience-centric approach to campaigns.

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