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.