Marketing approach mapping: How to determine the optimal marketing mix

Sangeeta Tanwar

When marketers lack visibility on how to achieve sales needs and targets, they may fail to determine which accounts offer bigger opportunities but one solution is approach demand planning.

Planning is top-down driven, with the financial teams and corporate boards often the people setting goals, said Alisa Groocock, vice-president, principal analyst, at the global market research company, Forrester.

“They focus on setting team goals going by the product line with no connection to account and sales coverage,” she told the audience at the Forrester’s virtual B2B Summit APAC.  

Groocock and her co-panellist Conrad Mills, principal analyst of Forrester, were at a session entitled, “Determining the marketing approach mix: A data-driven tool”.

Aligning marketing and sales go-to-market strategy

One of the biggest challenges that marketers face when planning for...

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