Model Overview Report

Inside The Demand Spectrum: The Collaboration Axis

October 22nd, 2020
Robert Peterson, null
Robert Peterson


The Forrester Demand Spectrum defines four marketing approaches that marketing leaders can use to support sales needs. Teamwork is foundational to effective B2B sales and marketing collaboration. Possessing a deep bench of sales and marketing talent does not guarantee success — best-in-class organizations find ways to go beyond individual capabilities and build a collaborative goal-focused team approach that embodies the concept of partnership. In this report, we examine the collaboration axis of the Forrester Demand Spectrum to illustrate how sales and marketing collaboration requirements vary depending on the marketing approach selected.

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