Harvard Business Review LogoJune 29, 2026HBR Staff; New York Public Library/UnsplashMost companies operate multiple go-to-market models simultaneously, yet often try to govern them with a single digital strategy. That approach can fail because digital tools, AI systems, andCompanies rarely sell in just one way. Microsoft serves tens of thousands of small customers through digital channels while relying on account teams to manage large enterprise clients. Pfizer promotes mature products through digital engagement while using relationship-led selling for health systems. Most organizations run several go-to-market models simultaneously, each with its own operating process and combination of personal and digital channels.
Tailor Your Digital Strategy to Reach Every Customer
Most companies operate multiple go-to-market models simultaneously, yet often try to govern them with a single digital strategy. That approach can fail because digital tools, AI systems, and decision rights must be designed differently for digital-first, hybrid, and relationship-led selling environments. Leaders who tailor technology and governance to each model—and continually adapt as customers, strategies, and technologies evolve—will be better positioned to capture growth from their digital investments.
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