The Forrester Tactic Performance Model

In B2B organizations, marketing program investments account for more than half of the overall marketing budget. The deployment of marketing tactics account for the bulk of this spend placing marketing tactics under the continuous scrutiny of marketing leaders who feel intense pressure to ensure effective use of those resources. Yet marketers often lack the ability to understand and demonstrate tactic effectiveness. This report introduces the Forrester Tactic Performance Model, which identifies the components required for B2B marketers to measure tactic performance and generate insights.