How To Report

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

March 9th, 2023
Conrad Mills, Principal Analyst
Conrad Mills Principal Analyst
With contributors:
Laura Koetzle , Renee Irion , Nicky Briggs , Anthony McPartlin , Paul Ferron , Lisa Nakano , Chantelle Fynn , Ellen Lind

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.

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