Over the last 10 years, we have watched b-to-b organizations of all sizes and industries transition from product to solution strategy. But that era is waning. We’re in an age of enlightenment – a renaissance. Today, the journey isn’t about moving from product to solution. It’s about transforming from product-centricity, or internal myopia, to audience-centricity, focused on buyer outcomes. The trend we see in b-to-b organizations is product-centric to audience-centric transformation.
We asked 225 CMOs and marketing executives to identify the most critical externally facing changes they need to make in the next two years to support their marketing strategies. Respondents indicated that shifting their marketing approach from product-centric to audience-centric is one of their top five priorities. SiriusDecisions clients can see more data here.
While all b-to-b organizations are trying to gather and synthesize buyer insights to fuel innovation and new offers and beat the competition, the reality is that buyers are hard to see. From my purview as a research fellow at SiriusDecisions who has spent seven years studying this transformation in b-to-b organizations, here are the obstacles I see impeding organizations’ ability to execute an audience-based go-to-market (GTM) vision:
For more information on how to develop a GTM planning process that enables b-to-b organizations to align across product to solve for these challenges, clients can read “Go-to-Market Architecture: From Product-Centric to Audience-Centric.”