Demand CentresBuilding and Optimising a

Scalable Marketing Engine

GLOBAL ENABLEMENT | SMART ENGAGEMENT

The Evolution of Demand Centres

Paris

Berlin

Shanghai

TokyoWashington

Toronto

ChicagoMadrid

Oslo

Vienna

Buenos AiresSydneyPerthDurban

Seattle

New Orleans

Brasilia

San FranciscoNew York

London

São Paulo

GLOBAL EXPANSION

Paris

Berlin

Shanghai

TokyoWashington

Toronto

ChicagoMadrid

Oslo

Vienna

Buenos AiresSydneyPerthDurban

Seattle

New Orleans

Brasilia

San FranciscoNew York

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NA

A PA C

E M E A

LTA M

MARKETING ORGANISATION

MARKETING AT SCALECMO Challenges

SCALE EASILY FOR NEW MARKETS AND REGIONS

ALIGN CENTRAL AND FIELD MARKETING AND SALES

DRIVE CONSISTENCY AND BEST PRACTICE GLOBALLY

ADDRESS THE GROWING SKILLS SHORTAGE

A central or regional hub of shared marketing services, infrastructure and processes that enables organisations to efficiently bring programs to market by leveraging key corporate assets and best practices. It’s a hybrid structure between centralisation and decentralisation, leaning towards a pragmatic “centre of excellence” approach.

WHAT IS A DEMAND CENTRE?

SiriusDecisions

Demand Centre Building Blocks

Paris

Berlin

Shanghai

TokyoWashington

Toronto

ChicagoMadrid

Oslo

Vienna

Buenos AiresSydneyPerthDurban

Seattle

New Orleans

Brasilia

San FranciscoNew York

London

São Paulo

N A

DEMAND CENTRE MODELS

CENTRAL

Paris

Berlin

Shanghai

TokyoWashington

Toronto

ChicagoMadrid

Oslo

Vienna

Buenos AiresSydneyPerthDurban

Seattle

New Orleans

Brasilia

San FranciscoNew York

London

São Paulo

N A

A PA C

E M E A

LTA M

DEMAND CENTRE MODELS

REGIONAL

Paris

Berlin

Shanghai

Washington

Toronto

ChicagoMadrid

Oslo

Vienna

Buenos AiresSydneyPerthDurban

Seattle

New Orleans

Brasilia

San FranciscoNew York

London

São Paulo

N A

DEMAND CENTRE MODELS

VIRTUAL

Tokyo

DEMAND CENTRE - FUNCTIONS

STRATEGY& PM

CAMPAIGN SERVICES

DATA & ANALYTICS

INFRASTRUCTURE& ENABLEMENT

TELESERVICES

DEMAND CENTRE - SERVICES

✓ Best Practice Evangelism

✓ DC Roadmap Management

✓ Campaign and Program Management

✓ Project Management

✓ Campaign Creation and Execution

✓ SEO/PPC

✓ Digital Advertising

✓ Paid Social

✓ Web Properties

✓ Segmentation

✓ Cleansing

✓ Augmentation

✓ List Loading

✓ List Pulling

✓ Reporting

✓ Analysis

✓ Budget Management

✓ Lead NURTURE, SCORING & ROUTING

✓ INBOUND

✓ Preference Management

✓ Technology Training

✓ Lead Qualification

✓ Contact Discovery

✓ Sales Development

✓ Outbound Calling

✓ Meeting Setting

✓ Online Chat

STRATEGY& PM

CAMPAIGN SERVICES

DATA & ANALYTICS

INFRASTRUCTURE& ENABLEMENT

TELESERVICES

DEMAND CENTRE – SKILLS

Project/Program Manager

Tele - Manager

Integrated Campaigns Specialist

SEO/PPC/ Ad-tech Specialist

Web Developer

Marketing Ops Manager

Data and Reporting

Analyst

Marketing Technologist

DEMAND CENTRE - CORE PROCESS

Campaign Briefing, EVALUATION AND Scheduling

Integrated Campaign Design

Campaign Build

Campaign Test and Signoff

Campaign Execution

Campaign Reporting and Optimisation

CAMPAIGN REVIEW, Insight, Learnings and Roadmap

Services Catalogue/Menu

Demand CentreA View From The Field

FIELD MARKETERS NEED…

aN AGILE AND efficient service for right time delivery

TO UNDERSTAND THE ART OF THE POSSIBLE

TO GAIN INSIGHT FROM OTHER COUNTRIES/REGIONS

THE ABILITY TO LOCALISE SEGMENTATION, TARGETING AND MESSAGING

THE ABILITY TO INNOVATE AND NOT BE CONSTRAINED BY THE COOKIE CUTTER

THE ABILITY TO ENGAGE LOCAL AGENCIES IN THE PROCESS

VISABILITY OF THE STATUS OF THEIR CAMPAIGNS (FROM BRIEF TO EXECUTION)

A COLLABORATIVE & PROACTIVE APPROACH

• Webinar

• Event

• Etc.

TEMPLATED SERVICES

• Always On Campaigns

• Omni-Channel Campaigns

• ABM Etc.

CUSTOM SERVICES

• Discovery & Design Workshops

• Project Management

• ETC.

STRATEGY & PM

DEMAND CENTRE – THE COOKIE CUTTER DILEMMA

Service delivery needs to balance templated and custom services

Custom services require strong project management and collaboration to ensure timely delivery and to minimise scope creep

Demand Centre Takeaways

DEMAND CENTRE – THE FIVE S’s

STRUCTUREConsider the Demand Centre model.

Large organisations should look at regional model, smaller organisations

a virtual model and mid-size organisations a central model

01SYSTEMS

Make sure your central Demand Centre team have the technology to

systemise the process from campaign request through to execution,

efficiently and to a high quality

02SERVICES

Act as an internal agency. Publish a menu of services, expected

turnaround times, costs (where applicable) and work to an agreed SLA. Hold regular field enablement sessions

that train the field

03

STAKEHOLDERSMake sure there is buy-in from the

field and demonstrate real savings/gains of the Demand Centre

approach to the leadership team. Involve some of the more influential

field marketers during the Demand Centre build process

04STRATEGY

Don’t get bogged down in tactical build and execution. True value comes when the Demand Centre can work at

a strategic level to drive the incremental performance of

Marketing over time.

05

GET IN TOUCH

Learn more about us: www.crmtechnologies.com

www.demand.center

Contact us:UK: +44 (0) 118 945 0030

US: +1 415 659 1845

Visit us:100 Longwater Avenue,

Green Park, Reading, RG2 6GP, UK