Operationalizing The Degrees Of Influence Process

August 11th, 2022

Craig Moore VP, Principal Analyst

Carrie Rediker

With contributors:

Barry Vasudevan , Lisa Nakano , Shannon Colford , Kate Pierpont

Summary

Audience-centric planning considers the preferences and behaviors of buyers and customers when deciding which marketing and sales activities will be most effective. The Forrester Degrees Of Influence Process puts the target audience in the center of a 360-degree view of influences and weights the impact to inform the program family mix. In this report, we explain how to conduct a workshop using the Degrees Of Influence Process as a collaborative method of getting multiple stakeholders invested in the development of a campaign strategy that uses multiple buyer influences.

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