Latent vs. Active PLM Prospects

Prospects who are currently experiencing problems, frustration, pain or an intense desire, have an immediate need and can be classified as active.

They are open to new ideas of addressing their situation and are in many cases actively looking for a solution or an alternative to how they are doing things.

However, the larger and more significant portion of any market is comprised of prospects who have a need for our service, but they haven’t yet recognized their own needs. These are prospects with latent needs.

When a prospect is not aware of an opportunity to improve their existing condition, they have no reason to change the status quo…