Account-Centric Planning: How To Create Opportunity Maps

Successful demand strategies require deep knowledge of the target audience — from the market segment to the account level. Understanding potential opportunities and the size and role of their associated buying groups 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. Opportunity maps are powerful tools that can drive this type of cross-functional alignment. In this report, we explain opportunity maps and present a six-step process for creating them.