Best Practice Report

Lead Agency Partner Selection Using Forrester’s ABC Decisioning Tool

Cast A Decision-Making Buying Group Of Anchors, Buyers, And Collaborators

September 20th, 2023
With contributors:
Mike Proulx , Jen Sanning , Eric Epstein , Emily Wen , Lexie Lawhon , Demi Starks


Forrester recommends B2C and B2B marketing executives streamline and lead agency selection using Forrester’s agency partner lifecycle approach. A critical step in initiating the lifecycle is assembling a buying group to aid with decisioning and selection. Forrester developed the ABC Decisioning Tool to help marketers cast a team of anchors, buyers, and collaborators that help establish selection criteria, identify a shortlist of potential partners, evaluate, select, and eventually review the selected partner(s). This report describes how B2C and B2B marketing executives can use the ABC Decisioning Tool to lead a streamlined and successful selection and management process.

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