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The traditional seller-centric go-to-market approach is outdated.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.
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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buyer’s journey has become increasingly unique, rendering standardized go-to-market (GTM) models and seller playbooks outdated, and leading many organizations to underperform.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:
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