Best Practice Report

Measurement Mechanics: Solution Identification In Demand Measurement

April 7th, 2023
Brett Kahnke, Principal Analyst
Brett Kahnke Principal Analyst
Terry Flaherty, VP, Principal Analyst
Terry Flaherty VP, Principal Analyst
Lisa Gately, Principal Analyst
Lisa Gately Principal Analyst
With contributors:
Cristina De Martini , Kathleen Pierce , Tyler Orleans , Robin Whiting

Summary

Solution identification — one of the four core mechanics of demand measurement — tracks interest in a product or solution from each two-way marketing touch so that each interaction is associated with the proper individual and related opportunity. This ensures that buying group assembly correctly identifies all individuals in an account who show interest in a solution and aligns them to the appropriate opportunity while minimizing false positives in marketing performance measurement. This report highlights the importance of solution identification in the demand measurement process as well as key considerations for designing and implementing this capability.

Want to read the full report?

Contact us to become a client

This report is available for individual purchase ($1495).

Forrester helps business and technology leaders use customer obsession to accelerate growth. That means empowering you to put the customer at the center of everything you do: your leadership strategy, and operations. Becoming a customer-obsessed organization requires change — it requires being bold. We give business and technology leaders the confidence to put bold into action, shaping and guiding how to navigate today's unprecedented change in order to succeed.