Model Overview Report

Targeting: It’s All Relative

Optimize Your Marketing By Targeting Your Best Buyers

January 1st, 2018

Summary

One of the biggest problems with target marketing is the lack of facts — and reason — to support the process. Most marketers — and the organizations they work for — operate under the principle of who could buy rather than who will buy. Those who target too broadly expose both marketing and sales to significant waste in the demand creation process. In this report, we introduce the concept of relative targeting, a concept that helps organizations focus their demand creation efforts on the world of probability.

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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.