Aligned Measurement Process: Five Pillars Of The Discovery Stage

The Forrester Aligned Measurement Process Model describes a best-in-class workflow for developing and managing reporting deliverables. During the discovery stage, organizations must establish five pillars of information to enable the development of well-focused measurement. Reporting that isn’t supported by these pillars suffers from a lack of relevance, poor usage and imminent obsolescence.

Although B2B marketing operations and analytics teams devote countless hours to developing performance measurement, many organizations find that the resulting reporting is a poor fit, underused and minimally trusted in decision-making. The Forrester Aligned Measurement Process Model details a step-by-step approach to creating measurement tailored to meet an organization’s needs. The discovery stage of the process leverages stakeholder interviews and document examination to uncover inputs for measurement development (see Aligned Measurement Process Deep Dive: Discovery Stage). In this report, we describe five areas of information that are required to construct a successful reporting deliverable.