The Forrester B2B Marketing Cross-Functional Assumptions Template

For Use During Phase One Of The B2B Marketing Planning Process

March 4th, 2022
With contributors:
Aidan Doyle, Ellen Lind


The B2B Marketing Cross-Functional Assumptions Template is used in the business review and alignment phase of the Forrester B2B Marketing Planning Process. It facilitates gathering of key assumptions about business objectives that guide development of aligned sales and marketing plans, and help ensure alignment of expectations across sales, product, customer, and finance functions. These assumptions may include best guesses about revenue targets, go-to-market strategy, product launches, the competitive landscape, and budget estimates. This template is a proxy for organizations that begin functional planning while developing final fiscal targets and business objectives.

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