Assessing Demand Type The Forrester Way

January 1st, 2018

Barbara Winters VP, Principal Analyst

Barry Vasudevan VP, Principal Analyst

Carrie Rediker

Summary

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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