Best Practice Report

Account-Centric Planning: How To Create Demand Maps

September 10th, 2018
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Summary

Successful demand strategies require deep knowledge of the target audience — from the market segment down to the account level. They also require scrutiny of the buying groups and the individuals within accounts. This is imperative for planning programs, messaging, and content; understanding potential deal sizes; and tracking success against opportunities. Sales and marketing must have a common view of the target audience, with a mutual understanding of buyers, their needs, and the relevant solutions. Demand maps are powerful tools that can drive this type of cross-functional alignment. In this report, we explain demand maps and present a six-step process for creating them.

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