In this brief, we introduce the SiriusDecisions Go-to-Market Architecture Framework, which provides five dials, or best practice planning exercises, for aligning go-to-market strategy across product, marketing and sales based on a clear view of the buyer audience.
- A go-to-market architecture is the result of a strategic planning process that focuses on how a company plans to merchandise its offering portfolio to targeted buyer audiences
- Flawed or inefficient go-to-market execution occurs when product, sales and marketing are not aligned on the go-to-market architecture
- A recent SiriusDecisions study found that one of the top five priorities of marketing leaders is to shift from a product-centric to an audience-centric go-to-market approach