Dawn of the Demand CentreJohn Neeson, SiriusDecisionsTim Shorrocks, CiscoTina Goodwin, NovellTim Lennard, CA
1. Marketing SkillsSiriusPerspective: Marketing leaders must bring their functions intoSiriusPerspective: Marketing leaders must bring their functions into alignment with each other – and sales – in five key areas.
InquiriesSEED
The use of traditional and social media to set
1ENABLE
Helping reps move
3
Marketing Qualified Leads (MQLs)
and social media to set the stage for demand to be created.
p g pmarketing-created demand, as well as to source their own demand.
Sales Accepted Leads
CREATE
The generation of “original” demand, with a f lit
2
Sales Qualified Leads (SQLs)
ACCELERATE4
focus on quality vs. quantity. NURTURE
Care and feeding of prospects that have
5
Closed/Won Business
ACCELERATE
Efforts geared to help sales move deals more quickly through the
4fallen out of the waterfall.
2
pipeline.
Source: SiriusDecisions
A Few Sobering NumbersSiriusPerspective: Many organizations are still trying to deal with the firstSiriusPerspective: Many organizations are still trying to deal with the first sea change; will the second swallow them whole?
85858585 The percentage of b-to-b marketers that describe themselves as “self-taught” professionals.
81818181 The percentage of b-to-b organizations that spend $1,000 or l k ti kill d l t
8585858581818181 less per year on marketing skills development.
25252525 Th t f i ti th t h h d 25252525 The percentage of organizations that have purchased marketing automation that are utilizing it to the fullest.
7x7x7x7x The gap in waterfall performance (inquiry-to-close ratio) between average and best-in-class organizations.
3Source: SiriusDecisions
2. Marketing PerformanceSiriusPerspective: Best practice organizations create over twiceSiriusPerspective: Best practice organizations create over twiceas much revenue per marketing dollar in demand generation.
Average vs. Best Practice
Performance 49% Conversion +
Cost 2X Lower Cost/ Closed Deal
Internet Over 70% of Leads
4Source: SiriusDecisions
SiriusPerspective: By 2015 30-50% of marketing programs will have
3. Portfolio ApproachSiriusPerspective: By 2015, 30-50% of marketing programs will have moved from single tactics to an integrated, multi-dimensional model.
Marketing Portfolio ModelMarketing Portfolio Model
Nurture Lead Play Model Scoring Cadence
Buyer’s Journey
Journey Model
Audience Dynamics
Message MapJourney y p
DesignMulti -Touch
M lti Ch l Pl A hit t
Nurturing Type Activity Trigger
D hi T iMulti -Channel Play Architecture Demographic Trigger
New Account Acquisition
Current Account
Marketing
Pipeline Impact
Sales ReadinessMarketing
Planning Relative Targeting
Demand Type
Lead Definition
5Source: SiriusDecisions
What is a Demand Center?SiriusPerspective: The demand center is a center of excellence modelSiriusPerspective: The demand center is a center-of-excellence modelwith advisory, execution and technical resources.
SiriusDecisions Demand Center Model
Project ente
r st
ic
es
all ter
Program Assembly Nurturing Plan
m y sn n
Teleprospecting Telemarketing Management Office C
all C
eB
esPr
act
Ca
Cen
Data Services Web Anthropology
Web Strategy Play Alignment
Prog
ram
Adv
isor
ySe
rvic
es
Cam
paig
nEx
ecut
ion
Back Office
p gy
Campaign Management
Lead Management Adaptive Marketing
ced
y C
ente
r
uctu
re
Marketing Database Adv
anc
Tech
nolo
gy
Infr
astr
u
6Source: SiriusDecisions
Development JourneySiriusPerspective: The Demand Center journey is driven by economicSiriusPerspective: The Demand Center journey is driven by economicand campaign performance considerations.
Pooling / Back Office Expansion
Level 4
• Back Office Service Increase• Load Balancing of Hubs• Regionalization of Resources• Specialized Services
vera
ge
Specialized Services
Center of ExcellenceLevel 3• Advisory Services• Online Marketing• Practice Area Management
cono
mic
Lev
• Telemanagement Services
Practice Area Management• Variable Program Structure
Ec
B I f t t
Standard Services• Consistent Execution• Core Marketing Services
Level 2
Back Office• Base Infrastructure• Global Programs• Central Process
Level 1
7
Marketing Performance
Source: SiriusDecisions
SummarySummary
1. Economics: The marketing mix will continue to require B2B become more “leveraged”.
2 Portfolio Approach: The go-to-market model will2. Portfolio Approach: The go-to-market model will predominantly use a portfolio approach by 2015.
3. Marketing Automation: Marketing automation is a f frequirement for best practice performance resulting in
market acceleration and consolidation.4 Skills: The marketing organization of the future will require4. Skills: The marketing organization of the future will require
new skills to get the global community to best practice levels.
5 D d C t A ti h t t th5. Demand Center: A pragmatic approach to meet the changing needs of marketing is a leveraged service model providing advice, assembly and execution services.
8Source: SiriusDecisions
Dawn of the Demand CentreJohn Neeson, Sirius DecisionsTim Shorrocks, CiscoTina Goodwin, NovellTim Lennard, CA
Where is your organisation on the Demand y gCentre ‘journey’? (choose one)
• No plans/Not relevant
• Thinking about it
I b t t t f ll ti l• In process - but not yet fully operational
• All the way there - Demand Centre in placeAll the way there Demand Centre in place
If you have a Demand Centre what is its scope?If you have a Demand Centre, what is its scope?
• Global
• Regional (e.g. EMEA)
L l ( t )• Local (e.g. country)
Thank you.