Introducing The Forrester Demand Center Engagement Model

January 1st, 2018

Jennifer Ross

Summary

Most B2B demand centers provide services for a large number of internal constituents, resulting in a high volume of requests. Forrester recommends a structured process for resource alignment, request classification, and workflow. Demand center requests should be divided into three categories: ideal, opportunistic, and exception.

Demand centers need a form of triage, especially those that receive simultaneous requests for services from stakeholders across the organization. In this report, we introduce the Forrester Demand Center Engagement Model, which is designed to align resources and provide a structured workflow, as well as the Forrester Demand Center Service Request Framework, which provides a method for classifying requests to identify requirements, establish priorities, and guide demand center service-level agreements (SLAs).

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