When marketers lack visibility on how to achieve sales needs and targets, they may fail to determine which accounts offer bigger opportunities but one solution is approach demand planning.

Why it matters

A misalignment in marketing and the sales go-to-market strategy will impact organisational growth but this can be overcome by leveraging approach demand planning as part of the marketing approach mapping.  

Takeaways

• Leaders can determine the optimal marketing mix approaches by plotting the focus areas on a three-by-three matrix.
• Key to marketing approach mapping are a target account list and the total addressable market of accounts.
• To create...