Decision Tool

Identifying And Prioritizing Demand Creation Approaches

January 1st, 2018
With contributor:
Carrie Rediker


Growing companies often leave their comfort zones, begin selling products and services that differ greatly from their legacy offerings, and sometimes need to change the way that they market and sell. Determining when this change is necessary, identifying the required demand creation approaches, and successfully managing this transition are difficult and complex. In this report, we provide a framework and process to help companies successfully evolve their demand creation function and understand how a new go-to-market strategy affects demand creation’s role and goals.

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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.