Don’t let your planning process be driven by a sales wish list.

If you react to sales asks — have a presence at this event, target these accounts next quarter — instead of working with them to craft a unified plan based on a shared knowledge of business goals, you’re not really planning — you’re serving.

Avoid this “let me carry your briefcase” scenario. Align your marketing plan to the opportunity types and prioritized market segments that your company is targeting for the new year. Watch this video to learn:

  • Why “What are your sales targets this year?” is the wrong way to start planning with sales.
  • How to focus your conversations with the sales team on business objectives.
  • Some questions to answer to build a marketing plan that fuels the entire revenue engine.