Decision Tool

The Forrester B2B Marketing Approach Analysis Tool

For Use During Phase Two Of The B2B Marketing Planning Process

August 26th, 2024
Craig Moore, VP, Principal Analyst
Craig Moore VP, Principal Analyst
With contributors:
Matthew Selheimer , Aidan Doyle , Ellen Lind

Summary

The B2B Marketing Approach Analysis Tool is used in phase two (the define marketing approach phase) of the Forrester B2B Marketing Planning Process. Marketing leaders must map all business objectives identified in phase one of the process to revenue, organize them by opportunity type, and align them to one of six approaches. This exercise ensures a balance between the investment and risk potential of each marketing initiative to be defined in subsequent phases of the B2B marketing planning process. This tool enables marketing leaders to align marketing’s segment objectives with go-to-market initiatives.

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