HomeResearch Articles Helping Sales Source Demand: The ICE Framework

Helping Sales Source Demand: The ICE Framework

  • No matter how much demand marketing delivers, it will always be important for sales to source its own demand as productively as possible, and marketing can help
  • In account-based models, marketing sources a low percentage of demand, so investment should be directed to helping sales and partners source their own demand
  • Three elements are foundational for account-based and field marketers helping sales and partners source demand: information, content and execution


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