How To Report

Build An Aligned, Data-Driven Regional Demand Plan With Marketing Approach Mapping

 and  eight contributors
Mar 09, 2023

Summary

Different groups of target accounts warrant different marketing approaches, ranging from high-touch account-based marketing (ABM) to broader customer or demand marketing. Yet, regional marketing leaders struggle to identify the right marketing approach mix as they engage in demand planning. Too often, leaders rely on intuition and repetition of tried-and-tested marketing approaches. They plan in isolation from regional sales leadership and lack visibility into how sales intends to reach its booking and revenue goals. This report describes marketing approach mapping, a data-driven approach regional leaders can use to gather and analyze account-level data to build an aligned demand plan.

Log in to continue reading
Client log in
Welcome back. Log in to your account to continue reading this research.
Become a client
Become a client today for these benefits:
  • Stay ahead of changing market and customer dynamics with the latest insights.
  • Partner with expert analysts to make progress on your top initiatives.
  • Get answers from trusted research using Izola, Forrester's genAI tool.