Sales Planning: Sizing Markets And Quotas By Demand Unit

For a B2B organization, mistakes that should never happen include failures to recognize or effectively pursue potential opportunity in the marketplace. Every year, as an organization conducts its planning process and sets its sales goals, it must accurately quantify its addressable market as well as the individual buying groups, or demand units, that compose that market (see The Demand Unit Waterfall™). In this report, we explain how sizing markets and setting quotas by demand units can minimize missed opportunities; improve the alignment of sales, marketing and product teams; and maximize the creation and conversion of demand.