Vision Report

The Forrester Go-To-Market Architecture Balances Revenue Obsession With Customer Obsession

November 8th, 2022
Lori Wizdo, null
Lori Wizdo
With contributors:
Srividya Sridharan , Amy Hayes , Jenna Santos , Kaitlyn Coalson , Kate Pierpont


Changing buyer behavior and digital proliferation have exposed a gap in traditional B2B go-to-market strategies. B2B marketers must fill this gap with a microfocused, audience-centric strategy that is built around key decision-makers and the outcomes they aim to achieve — not the products and services their organizations aim to sell. This report introduces a go-to-market architecture that is both customer-obsessed and laser-focused on driving revenue.

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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.