Case Study

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

June 18th, 2020
Jennifer Ross, null
Jennifer Ross

Summary

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.

Want to read the full report?

Contact us to become a client

This report is available for individual purchase ($1495).

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.