HomeResearch Articles Product-to-Audience Transformation: Making It Happen

Product-to-Audience Transformation: Making It Happen

  • Successful organizations reach inflection points when product-centric go-to-market strategies no longer capture buyers’ attention and drive sustainable growth
  • A majority of CMOs recognize the criticality of shifting from a product-centric to an audience-centric go-to-market model, yet struggle to shift organizational focus
  • Despite the aspiration of audience-centricity, the b-to-b factory is engineered to build and sell products, so organizations must evolve
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