What if You Could Jumpstart Your Marketing Strategy?

Build Your Demand Generation Practice: The Business Process Review

Demand generation is defined as the set of integrated activities, both sales and marketing, that produce quality leads at the top of the marketing funnel PLUS the integrated activities of sales and marketing that then pull opportunities through the sales pipeline quicker.

When you are in the process of building a Demand Generation Practice and are considering a new marketing automation software or looking for ways to further leverage your current marketing automation system, starting with a good, hard look at your current processes is critical.  From this baseline, you can then map out your "to-be" processes and leverage marketing automation for all of the obvious benefits:

1. Higher quality sales leads
2. Improved sales lead to opportunity conversion ratio
3. Improved opportunity to close conversion ratio
4. Sales opportunity velocity: move sales through the pipeline quicker and more efficiently
5. Higher revenue
6. More revenue per deal
7. More sales process predictability
8. More corporate process in the sales process
9. Helps to create net new business
10. Helps to up sell existing clients
11. Creates and distributes a highly leveraged infrastructure

 Where are you now?

The typical Business Process Review (BPR) takes a workshop approach to identify current demand generation processes and describes in detail how theses current processes can be optimized, changed and improved with marketing automation. 

Sitting down with both sales and marketing in the same session provides a great learning opportunity. It is the perfect forum for both sides of the revenue generating team to buy in to marketing automation and to begin establishing a demand generation competency.

Where do you want to go?

If you ask marketing to describe the sales process or the sales force’s number one challenge, their response is generally off the mark. Likewise, if you ask sales what the role of marketing is in selling, they have a hard time responding positively or understanding clearly what role marketing plays.

Yet in this Web 2.0 world, the way in which buyers buy and companies sell is rapidly changing and marketing now plays a significant role. The Pedowitz Group BPR approach works with both sales and marketing to create a detailed vision of how marketing automation plays the key role in building Revenue Marketers and a Demand Generation practice.  

See the Spotlight article and listen to the interview with Fluke Networks to hear how they mapped out their 'current' and 'to be' processes in order to get started with marketing automation.