Introducing The Opportunity Prioritization Matrix

May 15th, 2023

Nora Conklin Principal Analyst

Malachi Threadgill Principal Analyst

With contributors:

Steven Casey , Nicky Briggs , Brett Kahnke , Kelvin Gee , John Arnold , Laurynn Bedard , Arianne Burnette

Summary

Today’s frontline marketers are awash in data and insights and are tasked with applying them to engage B2B buyers and progress opportunities for revenue growth. To reveal the opportunities they should focus on and find the right ways to engage them, they must set their priorities and program plans according to opportunity fit and buying intent. In this report, we introduce the Forrester Opportunity Prioritization Matrix and demonstrate how to evaluate fit criteria in combination with intent data for smarter demand and scalable account-based marketing (ABM).

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