New customers and opportunities are the lifeblood of any business, but many organizations struggle to generate enough demand for their salespeople to convert into closed business. This challenge has become more difficult as the diversity of marketing channels has exploded with online activity and social media alternatives.

Organizations struggle to generate sufficient demand because:

  • There is a disconnect between marketing and sales in the strategic planning process
  • There is insufficient budget allocated to generating the demand necessary to achieve sales targets
  • Marketing does not know which demand generation investments deliver the best opportunities and does not allocate budgets across the right mix of activities
  • Marketing and product managers are not close enough to the customer and don’t really know when, why, or how customers buy, or the messages that will resonate best to stimulate customer interest
  • They overlook opportunities in existing accounts that should be easier to identify and close

We help you generate sufficient demand by:

  • Enhancing sales and marketing strategy to incorporate improved demand generation
    • Determining the number and types of opportunities that marketing must deliver to the sales team, and the actions the sales team must take to convert leads into closed business
    • Conducting objective “Voice of the Buyer” win-loss interviews and competitive analysis to identify the issues that matter most to buyers that you can solve
    • Creating editorial and content strategies that produce compelling messaging, offers, and premiums to stimulate buyer interest
    • Analyzing demand generation activity from you and your competition to identify potential opportunities to increase volume and effectiveness
    • Analyzing key accounts to identify and close cross-sell and up-sell opportunities
  • Improving demand and lead generation in buyer-focused sales processes
    • Developing internal processes necessary to create content required to support demand generation efforts
    • Defining effective lead management processes from marketing to sales
  • Developing sales and marketing talent to enable better demand generation
    • Training marketing and product managers in the fundamentals of effective solution messaging
    • Training salespeople and managers in micro-marketing and social selling skills to leverage marketing-generated content and create more opportunities
    • Training salespeople and managers in white-space analysis and political mapping to identify new sales opportunities and key players in an account
  • Aligning sales and marketing enablement technology to support demand generation
    • Assessing and optimizing your demand generation tool set, from CRM and marketing automation to specialty demand gen apps
    • Providing insight into the state of sales and marketing talent through a unified performance improvement platform

Our solutions will help you align marketing, product management, and sales to generate more demand for your business in the most efficient manner – and increase the size and quality of sellers’ pipelines.

SPI INSIGHT: 12 Essential Steps for More Effective Demand Generation

Effective Demand Generation involves understanding buyer’s needs or initiatives and positioning how you fulfill them better than your competition.

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