Introducing The Insights-Driven Targeting Spectrum

To optimize the targeting of prospective buyers, B2B organizations must invest in establishing proprietary insights that drive growth, increase sales productivity, and ensure effective marketing resource decisions. Marketing and sales teams must use a structured and data-driven approach to targeting accounts to ensure the organization’s success. When evaluating the appropriate level of insights-driven targeting investments, marketing and sales leaders must consider complexity, resources, and maturity. This report provides a comprehensive view of six sequential capabilities required to more effectively target buyers and guidelines to ensure evolving levels of data maturity.