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Product-to-Audience Transformation

How do I develop a go-to-market strategy and content that is audience-centric?

Although it may seem natural to market new offerings based on their features and functionality, b-to-b leaders must build the go-to-market strategy around the target buyers’ needs. Everything from the content, program tactics, and sales training and enablement must be created with the end-users’ needs and buying preferences in mind. SiriusDecisions helps b-to-b leaders operationalize an effective audience-centric strategy through cutting-edge research and a series of recommended steps.

What Our Clients Say

“Dell’s initial success with the SiriusDecisions Campaign Framework demonstrates the business benefits of adopting a customer-centric marketing approach.”

SiriusDecisions Select Practice

Dell increased effectiveness and accountability by transitioning to a customer-centric marketing model.

Read client story here
Faster-growing organizations are 90 percent more likely to have at least 70 percent of their content mapped to a buyer audience.<br /><br />&ndash;The SiriusDecisions Command Center®

Let Our Research and Advice Guide You

Identifying and focusing on the right priorities is vital to the success of this type of transformation. These areas of focus are the building blocks of successful implementation. Here are our recommended initial priorities for this transformation:

Content Factory

Demand Program Design, Planning and Execution

Go-To-Market Strategy

Ongoing Learning and Development


We Can Help

SiriusDecisions helps clients solve their business challenges through a retainer-based subscription to b-to-b research with access to benchmark data and experienced practitioners. In the context of this transformation, we suggest supplementing your subscription with onsite strategy sessions and workshops. We start with an assessment of your organization’s capabilities and readiness, then provide integrated consulting and workshops that accelerate adoption and transfer knowledge throughout your organization.