Charter Report

The Prospecting Charter: Effectiveness By Design

August 10th, 2020
Nancy Maluso, null
Nancy Maluso
Mike Pregler, null
Mike Pregler


Effective prospecting requires complex orchestration — coordinated interactions of people, process, and enabling technology — between at least two business functions (typically marketing and sales). A charter simplifies complex interdependent operations by aligning stakeholders, setting expectations, defining dependencies, and documenting joint commitments. A prospecting charter is a best-practice document that applies to sales reps and business development reps (BDRs). In this report, we guide sales leaders in building a prospecting charter to foster alignment, defeat complexity, and infuse excellence into prospecting efforts for sales reps and BDRs.

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Forrester helps business and technology leaders use customer obsession to accelerate growth. That means empowering you to put the customer at the center of everything you do: your leadership strategy, and operations. Becoming a customer-obsessed organization requires change — it requires being bold. We give business and technology leaders the confidence to put bold into action, shaping and guiding how to navigate today's unprecedented change in order to succeed.