Decision Tool

The Forrester B2B Marketing Intent Analysis Tool

For Use During Phase Two Of The B2B Marketing Planning Process

May 31st, 2022
Craig Moore, VP, Principal Analyst
Craig Moore VP, Principal Analyst
With contributors:
Andrew Pelletier , Aidan Doyle , Ellen Lind

Summary

The B2B Marketing Intent Analysis Tool is used in the define marketing intent 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 intent approaches. This exercise ensures a balance between the investment and risk potential of each marketing initiative to be defined in subsequent phases of the marketing planning process. This tool enables marketing leaders to align marketing’s segment objectives with the intent of go-to-market initiatives.

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