HomeResearch Articles Audience-Based Measurement: Data Requirements

Audience-Based Measurement: Data Requirements

  • To effectively connect with buyers, b-to-b organizations are prioritizing a shift from product-centricity to an audience-based go-to-market architecture
  • For an audience-based go-to-market approach to have staying power, measurement must demonstrate that progress is being made with key audiences
  • B-to-b organizations often lack the capability to clearly identify audiences in performance data and evaluate achievement – but it can be developed
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