Marketing approach mapping: How to determine the optimal marketing mix

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.