Best Practice Report

Mapping Competencies: Demand Marketing

October 13th, 2022
With contributors:
Lisa Nakano , Carrie Rediker , Alaina Ladd , Arianne Burnette


A demand marketing team must possess competencies across six core disciplines to fulfill its assigned responsibilities. A competency map is a tool that marketing leaders can use to assess demand marketing competencies across marketing roles and teams to determine the team’s current state. A disciplined focus on competency requirements provides a development path for the demand team to contribute to and influence revenue and meet business objectives. In this report, we introduce the Forrester Demand Marketing Competency Map to define basic, intermediate, and advanced competencies across six core disciplines of demand marketing.

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