Geographic Expansion: Implications For Marketing Leaders

Geographic expansion is a significant growth strategy for many B2B organizations. The mandate for geographic expansion is often accompanied by an expectation that marketing initiatives can be launched immediately. The Forrester checklist for geographic expansion helps marketing leaders assess their readiness for entry into a new geographic market. It also introduces a three-part checklist to guide marketing leaders once relative targeting has been completed and the decision has been made to enter a new geographic market.