At I had the distinct privilege to interview Meredith Winczewski, CMO for Industrial Automation at Honeywell. It was an attractive dialog that unpacked the transformation she led: shifting from a product-centric to an audience-focused GTM method.
The Breaking Level: When Product-Centric GTM Stops Working
Honeywell’s transformation began with a well-recognized problem: a posh portfolio of choices to assist with restricted assets. The advertising group was overwhelmed, operating lots of of product-specific campaigns with restricted budgets. Whereas operational inefficiency was actually a priority, the larger subject was buyer impression. Consumers have been receiving too many fragmented messages as a substitute of clear, cohesive messaging that addressed their wants.
Meredith acknowledged {that a} change was wanted. The group needed to cease excited about issues from a product perspective and begin taking a look at issues from the client’s viewpoint, a sentiment shared with 22% of B2B advertising choice makers who chosen inserting give attention to merchandise as a substitute of viewers wants as the best problem to reaching their objectives over the following 12 months. Our dialog coated the challenges, the answer, and what’s subsequent in Honeywell’s journey. For B2B leaders whose organizations wrestle with product-focused GTM efforts, too many campaigns and restricted assets, I’ve captured the important thing classes and takeaways right here:
1. Begin With The Buyer, Not The Product
The core shift was a easy however highly effective reframing. As an alternative of selling particular person merchandise, Honeywell targeted on the issues clients have been making an attempt to unravel and the outcomes they have been trying to obtain. This led to a GTM technique anchored in viewers wants (similar to security, safety, operational effectivity, and workforce challenges), fairly than inner product classes.
2. Map Earlier than You Act
A structured GTM mapping train aligned stakeholders round verticals, viewers wants, portfolios, geographies, and shopping for teams. This surfaced overlaps, misalignment, and new cross‑portfolio synergies that hadn’t been seen earlier than. The shared map turned the muse for prioritization and choice‑making.
3. Prioritize Segments, Choices, And Consumers
To operationalize the shift, Honeywell made some daring structural modifications. First, they grouped merchandise into portfolios. Fairly than managing 1000’s of merchandise individually, they developed product households to assist a portfolio method to GTM decision-making. Second, the group changed broad focusing on efforts with a narrowed focus. They prioritized verticals, areas, and nations to focus on, in addition to recognized the best routes to market. Lastly, the group consolidated campaigns, shifting away from particular person product campaigns and creating fewer, intentional vertical campaigns supported by portfolio-level and audience-focused messaging.
Ultimate Ideas
Honeywell’s GTM transformation journey reinforces a common reality: development doesn’t come from doing extra, it comes from specializing in what issues most to clients. An audience-centric GTM method reduces complexity, improves alignment, and delivers clearer worth to potential consumers and clients.
If you’re a B2B chief and a Forrester consumer, get began by yourself GTM transformation efforts with an analysis of your present readiness by taking the Go-To-Market Technique Maturity Evaluation. Think about scheduling a GTM technique workshop if you wish to speed up the work. Join with me and Rick Bradberry to maintain the GTM dialog going!
