Case Study

Upland Software: Driving Audience-Centric Messaging Across Business Units

January 1st, 2018
With contributors:
Karen Traikovich , Rachel Birrell


Most marketers intuitively understand that they need to move beyond product-centric content in order to connect more effectively with buyers. However, a long history of producing data sheets and technical white papers often creates habits that are hard to change — unless the organization’s shift to audience-centric messaging is a sustained effort backed by executive leadership. In this case study, we describe how Upland Software drove the adoption of the Forrester Messaging Nautilus® across its eight business units in order to support an audience-centric go-to-market approach.

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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.