The Forrester Demand Spectrum Assessment Tool

January 2nd, 2019

Robert Peterson

Summary

Organizations must be clear about the sales go-to-market strategies fueling sales needs before determining the mix of marketing approaches they will support. This helps organizations avoid potentially costly false starts and misunderstandings about each approach’s role in the overall demand strategy. The Demand Spectrum Assessment Tool provides a structured approach to assessing where an organization falls on the Forrester Demand Spectrum, a framework that uses three dimensions — degree of insights, collaboration cadence, and level of customization — to help organizations determine the most useful marketing approach that meets sales needs and aligns with resources.

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