Demand Maps can be used for the overall planning process, which should include marketing and sales. Demand Maps allow reviewing all potential opportunities and prioritize them between marketing programs and sales plays. Marketers can also use the maps for budget allocation.
The webcast discusses the Demand Map creation process, which is now used by a larger number of marketers.
SiriusDecisions library of webcast replays contains a treasure of materials! Excellent place to start a preparation for many projects… 😉