Inside The Demand Spectrum: The Collaboration Axis

October 22nd, 2020

Robert Peterson

Summary

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.

Want to read the full report?

This report is not available for purchase at this time.

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.