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
Jay Pattisall, VP, Principal Analyst
Jay Pattisall VP, Principal Analyst
John Arnold, Principal Analyst
John Arnold Principal Analyst
With contributors:
Mike Proulx , Jen Sanning , Eric Epstein , Emily Wen , Lexie Lawhon , Demi Starks

Summary

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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