Decisions on how to invest scarce resources in CGIAR-NARES genetic innovation systems have been predominantly supply-driven and therefore potentially out-of-sync with the demands of smallholders, consumers and agro-industry. The Market Intelligence initiative aims to maximize CGIAR and partners’ returns on investment in breeding, seed systems and other Initiatives based on reliable and timely market intelligence that enables stronger demand orientation and strengthens co-ownership and co-implementation by CGIAR and partners. In this talk, Berber Kramer presents the design of the impact assessment for this initiative, their experiences with SPIA matchmaking efforts, and how this matchmaking process contributed to the impact assessment design.