Model Overview Report

An Introduction To The Demand Spectrum

B2B marketers must deploy a range of marketing approaches to meet company goals and sales needs

March 29th, 2019

Summary

B2B organizations must be prepared to drive their revenue engine using a variety of marketing approaches. Instead of a single demand generation approach, the answer typically is a multifaceted strategy that maps to a range of sales needs and organizational capabilities. By matching marketing approach to sales needs, organizations can ensure sales and marketing are aligned appropriately to drive success. In this report, we introduce the Forrester Demand Spectrum, a methodology that helps organizations define a range of marketing approaches and determine which of these approaches is best suited to each demand situation.

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