How Successful Marketing Teams Achieve Demand Generation Excellence For winning B2B companies, the Demand Generation function is the engine that drives the company’s growth and success– delivering an ever-increasing flow of qualified opportunities for the sales team to close, with predictable results. However, the breadth of marketing’s role and the constraints of team resources often
The Importance of a Well-Defined Demand Generation System Demand gen success requires well-tuned coordination of people, process, and technology. The overall set of these moving parts is your Demand Generation System — it defines the what, when, how and who of every step in the lead to close (LCP) process. A well-defined system is vital
The Importance of Modeling Your Demand Generation Operation This is part of our series, the Seven Pillars of B2B Demand Generation Success. In this post we describe Pillar #2, the core demand gen model that is at the heart of your operation. The primary planning and management activities all make use of the model: forecasting, analyzing
Lead Generation Excellence Drives Top Results This is the final article in our series, the Seven Pillars of B2B Demand Generation Success. In this post we describe the final piece, Pillar #7: adhering to best practices in your lead gen campaigns and tactics. Lead generation is the most important sub-function within the overall demand generation system.
The Importance of Formalizing Your Demand Gen Operations This is part of our series, the Seven Pillars of B2B Demand Generation Success. In this post we describe Pillar #6, the key step of formalizing the core operations of your demand generation system. Once you’ve defined and documented the system (Pillar 1), established your models (Pillars 2 and
The Importance of Incentives in Your Demand Gen Operations, Particularly for New Customer Acquisition This is part of our series, the Seven Pillars of B2B Demand Generation Success. In this post we describe Pillar #5, the importance of putting in place the right incentives to ensure the team executes your demand gen operations correctly. There is a
The Critical Role of Throughput Capacity in Your Demand Gen Operations This is part of our series, the Seven Pillars of B2B Demand Generation Success. In this post we describe Pillar #4, the importance of understanding the throughput capacity of your demand gen engine. An aspect of the demand generation system where we see many marketing
The Importance of Specialized Roles This is part of our series, the Seven Pillars of B2B Demand Generation Success. In this post we describe the importance of defining specialized roles within your operation. Why is it important to define different roles? Prospecting, Qualifying, Closing Deals, and Managing Clients are four very different roles along the spectrum