HomeResearch Articles Go-to-Market Architecture: From Product-Centric to Audience-Centric

Go-to-Market Architecture: From Product-Centric to Audience-Centric

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
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