The Forrester B2B Marketing Value Analysis Template

For Use During Phase Three Of The B2B Marketing Planning Process

May 24th, 2022
With contributors:
Aidan Doyle, Ellen Lind


The Forrester B2B Marketing Value Analysis Template is used in the establish marketing priorities phase of the Forrester B2B Marketing Planning Process. After confirming the company’s business objectives and selecting a marketing approach to address the objectives, the marketing planning team must consider all the other initiatives marketing must fulfill. The team must then aggregate, prioritize, and limit these initiatives to what it can reasonably accomplish in the plan year. The B2B Marketing Value Analysis Template enables marketing to analyze these initiatives and prioritize them on the basis of time to value, then document prioritization decisions.

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