Published: 28 June 2023
The traditional seller-centric go-to-market approach is outdated. To keep pace with fast-evolving buyer dynamics and accelerate growth, revenue and retention leaders must reimagine the customer experience using situational awareness, multithreaded engagements and unified commercial strategies.
Each buyer’s journey has become increasingly unique, rendering standardized go-to-market (GTM) models and seller playbooks outdated, and leading many organizations to underperform.
B2B buying continues to explode in complexity, with increasingly distributed decision rights and an array of routes to markets, including the rapid adoption of digital channels. These developments have triggered an exponential increase in the number of potential customer points of interaction.
Allegiance to functional silos limits commercial teams’ ability to work collaboratively and empathetically in service of their customers’ best interests.
To advance customer-led growth, revenue and retention leaders must:
Generate commercial effectiveness by discontinuing seller-centric (and supplier-centric)
Analysts:
Gartner research, which includes in-depth proprietary studies, peer and industry best practices, trend analysis and quantitative modeling, enables us to offer innovative approaches that can help you drive stronger, more sustainable business performance.
Our independence as a research firm enables our experts to provide unbiased advice you can trust.
Not only is Gartner research unbiased, it also contains key take-aways and recommendations for impactful next steps.
Our research practices and procedures distill large volumes of data into clear, precise recommendations.
We provide actionable, objective insight to help organizations make smarter, faster decisions to stay ahead of disruption and accelerate growth.
We offer one-on-one guidance tailored to your mission-critical priorities.
We work with you to select the best-fit providers and tools, so you avoid the costly repercussions of a poor decision.
Connect directly with peers to discuss common issues and initiatives and accelerate, validate and solidify your strategy.
Gartner clients can log in to access the full library.
Join your peers for the unveiling of the latest insights at Gartner conferences.
©2022 Gartner, Inc. and/or its affiliates. All rights reserved. Gartner is a registered trademark of Gartner, Inc. and its affiliates. This publication may not be reproduced or distributed in any form without Gartner’s prior written permission. It consists of the opinions of Gartner’s research organization, which should not be construed as statements of fact. While the information contained in this publication has been obtained from sources believed to be reliable, Gartner disclaims all warranties as to the accuracy, completeness or adequacy of such information. Although Gartner research may address legal and financial issues, Gartner does not provide legal or investment advice and its research should not be construed or used as such. Your access and use of this publication are governed by Gartner’s Usage Policy. Gartner prides itself on its reputation for independence and objectivity. Its research is produced independently by its research organization without input or influence from any third party. For further information, see Guiding Principles on Independence and Objectivity.
