Summary
Validate program plays are midfunnel efforts designed to progress opportunities after initial interest is shown. They align with the engaged, prioritized, and qualified stages of the Forrester B2B Revenue Waterfall™ and form a cohesive demand strategy with activate and accelerate programs. Validate programs focus on identifying key buying group members, understanding their roles, and orchestrating role-based engagement to drive consensus and readiness. This report provides guidance for orchestrating adaptive validate programs and outlines the core responsibilities of marketing and revenue development representatives (RDRs), who closely partner with demand marketing.
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