HomeResearch Articles Product to Audience-Centric Transformation: A B-to-B Odyssey

Product to Audience-Centric Transformation: A B-to-B Odyssey

While a majority of b-to-b companies aspire to be audience-, buyer- or solution-centric in their go-to-market strategy and execution, few adequately manage the challenges and barriers to doing so. How does an organization transform from product-centric myopia to an outward-looking approach?
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