Just back from the Forum for Sales Enablement professionals in Scottsdale and the buzz is still there. Maybe that's the effect of cold Boston air after 5 days in paradise, but I think there is more to it. Attendees were on a high with the ideas and approaches they learned to "work back from their customers" to better communicate in the ways buyers need and want in the Age of the Customer.
Check the twitter feed here and you will see some of that energy, like "marketing and sales have to align on the same methodology, but start from the customer perspective", or "buyers want you to give them insight they haven't thought of".
What is that methodology? If Forrester's new 21st Century Selling System in the Age of the Customer. The core idea is simple, model your buyers, so you can map your messages and assign the right messenger to communicate what the buyer needs in order to appreciate your value. The key? There are 4 archetypes of buyers, so there are 4 aligned archetypes of messages and messengers as well, like this: