Thoughts on a Successful Demand Generation Program

Marcus R. Tewksbury

Director of Customer Intelligence

Golden Rules of Demand GenerationWhat are the critical things we’ve got to get right?

Collectively, as a team, Sales & Marketing are responsible for creating…

The ONLY measure that matters

Our most precious commodity is the time of sales…

we need to insure we are spending the most time

with the most valuable customers

We need a basket of measurable, repeatable KPI’s that we can use to drive

performance across the team and that is related to revenue creation

• Commonly understood across the

organization

• Promotes communication between

sales and marketing

• Provides a stable basis for

performance measurement

• Facilitates a conversation about

the needs of a customer and their

buying cycle

You need a common framework to manage and measureThe King is dead, long live the King! (…in that kind of queer British fascination with the Queen sort of way…)

Problems in lead quality begin with the approach …Traditional approaches were dependent upon unfettered access to customers

DirectBroadcast

… that have become marginalizedLead generation has gotten harder, more expensive, and is producing declining returns

Broadcast Direct

Time Shifting Reachability

• Legislation

• Technology

• Social Norms

… And ultimately result in poor lead qualitySqueezing Stones… has impacted the roles played by sales and marketing

Reduced Quality and Quantity of Leads

Forces Marketing to Rush More Unqualified Leads Through

It’s time to diversify the top of your funnelThere are many ways to begin the dialog with a customer

Lead Quality Scale

Are you using all possible channels to fuel your funnel?

Social TraditionalLoyalty

High Low

Thank You!

Marcus R. Tewksbury

Director of Customer Intelligence

tewksbum@alterian.com

Twitter: @tewksbum

Cell: 312.404.4835

Blog: TheMarketingMojo.com

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