OneGTM insights – explore our thought papers, opinion pieces and articles for insights into the world of go-to-market strategy and execution.

17 January 2014

How vertical should you be?

Verticalisation is a subject that’s high on the agenda of many CMOs and Sales leaders. Yet deciding on a vertical market strategy is not a simple decision. To avoid wasting time and money, firms need to consider the different dimensions of verticalisation and decide where on the spectrum they should be, given the particular circumstances of their own organisation.

Organising sales and marketing activities around vertical sectors is nothing new; it’s an approach that’s been used for years by technology companies, consulting firms and others. However the importance of ‘verticalisation’ has increased in recent times, partly as a result of changes in the way that B2B buyers operate.