Introducing The Forrester Investment Decision-Making Process

When it comes to allocating resources to innovation investments, there are benefits to both a top-down approach and a bottom-up approach. While resource allocation should be done from a strategic (or “big idea”) point of view, it also must take into account initiatives that have come from those closest to the offering and the customer — i.e., the product teams, led by the product manager. In this report, we review the Forrester Investment Decision-Making Process, which ensures that the best ideas are considered, the final allocation is driven by business strategy, and cross-functional leadership aligns on investment selection.