Applying Needs to Innovation and Go-to-Market Processes
While b-to-b organizations naturally align user needs to innovation and buyer needs to marketing efforts, many admit they don’t consistently apply the results of needs analysis to these activities
To achieve audience-centricity, product and marketing teams must fully integrate customer needs into their innovation and go-to-market processes
Use the SiriusDecisions Product Marketing and Management Model to evaluate how the organization should address customer needs
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