The Forrester Thought Leadership Development Model — Phase Four: Activate

The Forrester Thought Leadership Development Model provides a structured approach to developing thought leadership that will drive business impact over time. In the activate phase, the thought leadership team builds content assets and develops a plan for delivering them to key audiences. This phase requires close interlock between the portfolio marketing, content operations, communications, and campaigns teams to optimize efficiency and effectiveness. In this report, we take a detailed look at the fourth phase of the Forrester Thought Leadership Development Model — activate — in which the organization’s thought leadership team conducts research, develops content, and makes plans for delivering it to audiences.