Best Practice Report

Applying Needs To Innovation And Go-To-Market Processes

January 1st, 2018


While B2B organizations naturally align user needs to innovation and buyer needs to marketing efforts, many admit they don’t consistently apply the results of needs analysis to these activities. To achieve audience-centricity, product and marketing teams must fully integrate customer needs into their innovation and go-to-market processes. Use the Forrester Product Marketing And Management Model to evaluate how the organization should address customer needs.

While most B2B organizations understand that integrating customer needs into their product innovations and go-to-market approaches is essential, most have no consistent approach for doing so. The Forrester Needs Aperture is a best-in-class process for identifying, prioritizing, and applying customer needs (see The Needs Aperture). In this report, we focus on the final phase of the Needs Aperture — formulate — and describe how to integrate customer needs that an organization has identified and prioritized into specific innovation and go-to-market processes within the Forrester Product Marketing And Management Model (see The Product Marketing And Management [PMM] Model).

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