Invisible demand field guide

Some of your best new customers are already showing up in your data. They just don’t look like the audience you planned for. The Invisible Demand Field Guide is a free, five-page worksheet that helps marketing and sales teams find those overlooked buyers and decide what to do about them.

Work through one real opportunity, using these four steps:

1. Surface: Spot the audiences finding you unexpectedly in your search, CRM, and sales data.
2. Signal: Score which of them are actually ready to buy with a 12-point buyer-readiness scorecard.
3. Stress-Test: Audit the evidence behind what you believe about your market.
4. Scale: Build a focused test plan and agree in advance on when to expand, refine, hold, or drop.