Monday, November 23, 2009






This is worthwhile insight into creating the capability to develop demand:




"In our experience, here are the key components of a demand generation capability:

Process – Managers in demand generation activities do not respond very well to the step-by-step rigid process definitions that are more appropriate to other parts of the organization. They respond best to the combination of a framework organized by decision gates, managed by metrics and learnt through success models that clearly illustrate stories of what worked and did not.
Skills – The process is only as good as the people driving it. In driving demand generation decisions there are four key components that are important – consumer (customer) focus, channel focus, data foundation and creativity. Good demand generation case studies typically demonstrate superior application in all of these components.
Knowledge and experience – While experience is a function of time, it can be fast tracked by some form of shared learning on case studies. Some companies also use a carefully managed mentorship program that better leverages the knowledge and experience of its people.
Supporting Infrastructure – The role of the supporting infrastructure is to make the demand generation capability efficient, scalable and current. This can be achieved through technology, centers of excellence and other such enablers"

No comments: