The Demand Contribution Framework: How To Ensure Opportunity Source Accountability

Chief sales officers (CSOs) must ensure an adequate inflow of demand from multiple sources for sales to convert into pipeline and bookings. They must forge strong partnerships with marketing leaders to understand and quantify the sources of opportunities. CSOs should ensure cross-functional accountability for demand contribution targets by standardizing on a clear, results-oriented view across all opportunity sources. In this report, we introduce the Forrester Demand Contribution Framework and describe three steps CSOs should take to establish cross-functional clarity, alignment, and accountability around demand generation to ensure that sales will meet its goals.