Demand Creation

Go to Market Strategy – Must Do’s for Demand Generation and Demand Management

Go to Market Strategy – Must Do’s for Demand Generation and Demand Management

To execute an efficient and effective go-to-market strategy, there are certain must do’s for Demand Generation and Demand Management initiatives.  To facilitate the process, it’s important to assess current organizational capabilities, document the desired state and, as a best practice, leverage the Capability Maturity Model framework. Most organizations usually repeat the following process: Execute a [...]

By November 11, 2014 0 Comments Read More →
Marketing Resources – Target Account Profile, Qualification Matrix and Lead Scoring

Marketing Resources – Target Account Profile, Qualification Matrix and Lead Scoring

Best practices in efficient and effective B2B Sales requires the right marketing resources – target account profile, qualification matrix and lead scoring. It’s been said that the first step to achieve a goal is to set one.  While all organizations set revenue goals, it’s surprising how many can’t paint a visible, detailed picture of their [...]

By October 28, 2014 0 Comments Read More →
Is BANT Still Relevant in Demand Management

Is BANT Still Relevant in Demand Management

Is BANT still relevant in demand management is a debate that has been going well before the internet, consensus buying and SaaS complicated B2B direct sales.  The fundamental issue is not whether BANT is relevant, but what is meant by each term, how the question should be asked, when the question should be asked and [...]

By September 29, 2014 0 Comments Read More →

Marketing Strategy

Sales Development Representatives Are Critical in Demand Management

Sales Development Representatives Are Critical in Demand Management

Sales Development Representatives are critical in demand management and in many organization they are the missing link between marketing and sales.  The strength of this link strongly indicates whether the marketing and sales functions are in alignment, the status of the relationship is healthy and the sales pipeline supports growth objectives. Demand generation is the [...]

By September 6, 2014 0 Comments Read More →
Onboarding is the Most Critical Step in Go-to-Market Strategy

Onboarding is the Most Critical Step in Go-to-Market Strategy

For organizations with subscription-based offerings, onboarding is the most critical step in the go-to-market strategy.  The impact of customer onboarding on the market is similar to that of a 7.0 earthquake in a major metropolitan city–the ripple effects are still being felt by marketers with the force of a tsunami.  However, many companies have not [...]

Go-to-Market Strategy: Outcome-Based Marketing

Go-to-Market Strategy: Outcome-Based Marketing

Best-in-class marketers have evolved from stuffing the Sales Funnel with leads to Outcome-Based Marketing.  This change has served as a driving force to align and integrate sales and marketing, strengthening an organization’s go-to-market execution. Conventional Marketing Conventional marketers have traditionally focused on leads, and specifically focused on lead quantity over lead quality.  Unfortunately, there are [...]