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Norbert Kriebel Principal Analyst, Sales Enablement PROFESSIONALS This (Go-to-market) is like trying to see something clearly after putting frosted glass in your own way. Both Markets and Products are ultimately defined by the people who use them. Knowing your customer means clearly understanding:

• The people who measure the value of your offering(s) with their wallets
• The people who are trying to understand how your offering(s) help them be successful
• The people who require different forms of communication – content and conversations - to clearly understand the value your organization delivers to them
• The interconnections between these people, business drivers, and budget sources that need to be aligned for your value to be realized