Case Study

Intel/Altera: Launching to a New Buyer Audience

January 1st, 2018


As best-in-class B2B companies shift their marketing approaches from product-focused to audience-centric, they must reengineer their launch planning processes. This includes not only identifying target buyers but also considering how the offering will be distributed, particularly if the route-to-market strategy includes channel partners. In addition, launch planning shouldn’t stop at commercial release; it should encompass post-launch activities to encourage adoption. In this case study, we describe how Altera developed a new launch planning process and successfully met campaign objectives.

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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.