building a demand centre – six stages in demand centre maturity
TRANSCRIPT
Building a Demand Centre Six Stages of Demand Centre Maturity
‘Most if not all’ B2B organisa+ons will have or ac+vely be on the way to their
own Demand Centres in the next 2-‐3 years
“ “ Tony Jaros, SiriusDecisions
@LB_DGA
Predictable outcome?
§ Almost all organisa3ons are faced with the similar scenarios when implemen3ng a Demand Centre
§ They suffer with the same challenges, at similar stages § It is very easy for effec3veness to plateau or even decrease if
momentum is lost in making progress in delivering value § Success is not quick, easy or lucky –
there are common, oGen sequen3al steps that high performing organisa3ons take
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Demand Centre Maturity Model Six Stages to Success
TIME
EFFECT
IVEN
ESS
“I know this is right, but need my business to buy in, a proof of concept”
STAGE ONE: INCEPTION
“This isn’t sustainable – everything is
taking too long”
STAGE TWO: STANDARDISATION
“We’re sGll doing too much
manually and need to get to always-‐on”
STAGE THREE: (DEEPER)
INTEGRATION
“We can only deliver so much – we need to enable
the business”
STAGE FOUR: EMPOWERMENT
“We can’t ever get enough volume from our data – and outbound isn’t as effecGve as it was”
STAGE FIVE: SCALE
“We’ve streamlined the pipeline – but now need to
widen the top and accelerate throughout”
STAGE SIX: OPTIMISATION
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Demand Centre Maturity Model A roadmap to success
STAGE ONE: INCEPTION
STAGE TWO: STANDARDISATION
STAGE FOUR: REGIONAL
EMPOWERMENT
STAGE SIX: OPTIMISATION
INFRASTRUCTURE Web Analy3cs MAP CRM Ops / Housekeeping Campaign lead scoring Opt-‐in process
GOVERNANCE Briefing Naming conven3ons Privacy* Disclaimers* Sales SLA*
STAGE THREE: (DEEPER)
INTEGRATION
STAGE FIVE: SCALE
On-‐going 3-‐6 months 6-‐12 months 6-‐12 months 9-‐12 months
TIME
EFFECT
IVEN
ESS
CHALLENGES / CEILINGS • Internal buy-‐in & expecta3ons • Investment & Return lag • Legacy (systems, campaigns
and thinking) • Less efficient execu3on of
what you always done • New technologies
“I know this is right, but need my business to buy in”
INFRASTRUCTURE Templates Emails Landing Page Forms Headers / Footers Repor3ng Preference Centre
GOVERNANCE Tracking conven3ons Repor3ng Template guides Persona* Execu3on process
INFRASTRUCTURE Triggers Automa3on 3rd party integra3on (webinar, video etc) Global lead scoring Sales DBL view Advanced nurture(s)
GOVERNANCE Plays Playbooks Buyer Journey framework*
INFRASTRUCTURE Na3ve ‘standards’ Data integrity MAP CMS Integra3on
GOVERNANCE Placorm training User governance
INFRASTRUCTURE IP Technology Remarke3ng Website structuring (UX)* Enterprise SEO PPC management
GOVERNANCE CRO SEO
IINFRASTRUCTURE Data adribu3on Account scoring Cross/Up-‐Sell Plays Web personaliza3on DMP / DSP Cross-‐channel dashboards
GOVERNANCE Placorm best prac3ces User guides
CHALLENGES / CEILINGS • Harder work execu3ng • Variability (non-‐
standard delivery) • Stakeholder
expecta3ons (silver bullet?)
• Lack of personas and content strategy
• Batch’n’blast mentally • Percep3on on ROI
CHALLENGES / CEILINGS • Integra3on with other
marke3ng technology • Data (and repor3ng)
overload • ‘Campaign’ only focus • Greater dependency of
other teams (eg. Web) • Adop3on of buyer
journey framework
CHALLENGES / CEILINGS • Lack of adop3on • Onboarding users • Training and governance • Troubleshoo3ng • De-‐stablisa3on of
infrastructure • Sharing built up
knowledge • User skill levels CHALLENGES / CEILINGS
• Complexity in marke3ng planning
• Tradi3onal budgetary and campaign planning
• ShiGing focus to inbound • Con3nual technology investment • Understanding and adop3on of
new technology • Siloed execu3on • Infrastructure destabiliza3on
CHALLENGES / CEILINGS • Marke3ng alignment
(tech and delivery crosses over func3ons)
• Marke3ng agility • Technology investment • Understanding of new
technology • Infrastructure
destabiliza3on • Budget alloca3ons for
adop3on in execu3on • Adop3on of new
technology
“This isn’t sustainable – everything is taking too
long” “We’re sGll doing too much manually and need to get to
always-‐on”
“We can only deliver so much – we need to enable more
users”
“We can’t ever get enough volume from our data – and outbound isn’t as effecGve as it was”
“We’ve streamlined down-‐funnel – but now need it wider at the top and acceleraGon throughout”
@LB_DGA
Decay and drop-‐off STAGE ONE: INCEPTION
STAGE TWO: STANDARDISATION
STAGE FOUR: REGIONAL
EMPOWERMENT
STAGE SIX: OPTIMATION
STAGE THREE: (DEEPER)
INTEGRATION
STAGE FIVE: SCALE
On-‐going 3-‐6 months 6-‐12 months 6-‐12 months 9-‐12 months
TIME
EFFECT
IVEN
ESS
CHALLENGES / CEILINGS • Internal buy-‐in & expecta3ons • Investment & Return lag • Legacy (systems, campaigns
and thinking) • Less efficient execu3on of
what you always done • New technologies
CHALLENGES / CEILINGS • Harder work execu3ng • Variability (non-‐
standard delivery) • Stakeholder
expecta3ons (silver bullet?)
• Lack of personas and content strategy
• Batch’n’blast mentally • Percep3on on ROI
CHALLENGES / CEILINGS • Integra3on with other
marke3ng technology • Data (and repor3ng)
overload • ‘Campaign’ only focus • Greater dependency of
other teams (eg. Web) • Adop3on of buyer
journey framework
CHALLENGES / CEILINGS • Lack of adop3on • Onboarding users • Training and governance • Troubleshoo3ng • De-‐stablisa3on of
infrastructure • Sharing built up
knowledge • User skill levels CHALLENGES / CEILINGS
• Complexity in marke3ng planning
• Tradi3onal budgetary and campaign planning
• ShiGing focus to inbound • Con3nual technology investment • Understanding and adop3on of
new technology • Siloed execu3on • Infrastructure destabiliza3on
CHALLENGES / CEILINGS • Marke3ng alignment
(tech and delivery crosses over func3ons)
• Marke3ng agility • Technology investment • Understanding of new
technology • Infrastructure
destabiliza3on • Budget alloca3ons for
adop3on in execu3on • Adop3on of new
technology
@LB_DGA
@LB_DGA