Change Healthcare: Using Relative Targeting To Gain Cross-Functional Consensus On Marketing Investments

With limited resources, CMOs must gain consensus from sales and product functions about where marketing should invest. To prioritize investment areas, organizations must consider their internal capabilities to succeed as well as external market opportunities. By using the Forrester Relative Targeting Framework, Change Healthcare achieved cross-functional consensus on strategic priorities for marketing investment. In this Case Study, we explain how Change Healthcare used the Forrester Relative Targeting Framework to drive strategic collaboration among sales, marketing, and product groups to achieve alignment on the segments and products to prioritize for support.