Best Practice Report

Assessing Demand Type The Forrester Way

January 1st, 2018
Carrie Rediker, null
Carrie Rediker


A growing number of B2B marketing and sales leaders are incorporating the concept of demand type into their planning strategies. Since first introduced by Forrester in the report So, What’s Your Demand Type? it has been used as a driver for everything from messaging and offers to lead definition. Our Demand Type Selection Framework is an easy-to-use checklist for assigning offerings to demand types by marketplace. In this report we share our Demand Type Selection Framework and break down its core elements, in order to streamline your discussions and drive more effective outcomes.

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Forrester helps business and technology leaders use customer obsession to accelerate growth. That means empowering you to put the customer at the center of everything you do: your leadership strategy, and operations. Becoming a customer-obsessed organization requires change — it requires being bold. We give business and technology leaders the confidence to put bold into action, shaping and guiding how to navigate today's unprecedented change in order to succeed.