The essence of marketing and sales is to influence demand. The reason marketing and sales organizations exist is to convince customers to buy products and services in such a way that supports your company’s objectives.
Influencing demand has another facet. Marketing and sales organizations are also responsible for influencing their companies to meet the expectations of customers and markets. Figure 22 depicts the two facets of influencing demand.
The illustration in Figure 22 may appear simple, but influencing demand is not an easy or simple task. To do it well requires structure.
Why is influencing demand not ...