Defining the Journey to Demand Generation Success - Lisa Paglia, Davies Murphy Group

November 5, 2014

Defining the

Journey to Demand

Generation Success

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All good marketing

creates demand.

Awareness = Knowledge

Education = Understanding

Demand = Action

Demand generation is the art and

science of getting an audience to WANT

to give up their budget for your solution.

Like with any journey,

you need a plan.

Know what you need

to create.

Identify where you’re

going to target.

Design your approach

for getting there.

And be in synch

with sales.

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Know what you need to create.

Understanding that need…

How much revenue?

How much pipeline?

How many deals is that?

What is a qualified deal?

Determine your equation.

How much of that are you responsible for?

Revenue

target

Pipeline

multiplier

×

Amount of

qualified

pipeline sales

must carry

=

Split of net-

new versus

existing base

⁄

Identify where you’re going to target.

Assess your

audience…

Business, technical, both?

Geographically-based?

How big is the pool?

What drives them?

Who else is competing for

their attention?

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Consider the spectrum.

Net-new targets

Named accounts

Existing customers

Existing prospects

Competitors’ customers

Customers’ competitors

Channel partners

Alliance partners

Industry associations

Vertical segments

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Design your approach for getting there.

Define your plays

and vehicles…What are your themes?

How complicated is the topic?

What are the best means for

delivery?

How broadly do you need to

reach?

What are your constraints?

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And THEN…

map out your programs.

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A word about

measurement…

Determine your equation.

Revenue

target

Pipeline

multiplier

×

Split of net-

new versus

existing base

⁄

How much of that are you responsible for?

Amount of

qualified

pipeline sales

must carry

=

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Successful demand

generation is a journey.

If your trip is routed in the

right principles, you will

reach your destination on

time and on budget.

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