Selling By Demand Type: A Forrester Introduction

Senior executives and sales enablement leaders must understand how demand type impacts buying behaviors and prepare sales reps accordingly. Each demand type requires a distinct sales approach characterized by specific strategies, behaviors, and tactics. Demand type analysis and strategy constitute a key point of alignment between marketing and sales. By working together to accurately diagnose and exploit demand type, marketing and sales organizations can make significant progress toward maximizing sales productivity. In this report, we examine how sales organizations and sales enablement leaders must prepare reps to sell effectively by applying three distinct selling modes.