Create Sales-Ready Market Intelligence Using Forrester's Customer Conversation Framework

Market intelligence teams typically support sales enablement executive decisions around key sales strategies like coverage models, channel alignment, and prospect targets but rarely support sales teams directly. As the problems that customers address with technology become more complex, buyers representing both business and IT expect more empathy and value from sales reps. In order to contribute — and increase their own value — market intelligence leaders must step up and create deliverables designed to support more timely and relevant sales conversations. Market intelligence analysts should use Forrester's customer conversation framework as a guiding tool to adapt market-centered research into sales-ready content.