The business case for an outsourced demand center


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In order to maximize the Return on Investment of your Marketing Automation Investment, Best-in-Class Marketing organizations showing high inquiry to close ratios and higher overall year-over-year revenue growth typically create a centralized infrastructure of the right people, processes, technologies to work with the wider marketing team in planning, executing, measuring and optimizing the effectiveness of their programs. This infrastructure is known as a Demand Center of Excellence.

But setting up a Demand Center is not easy and it takes investment and time.

For organizations that are eager to ramp up quickly and see results fast, there is an option: Hire an external organization to run marketing operations.

In this presentation, I cover:
1. Key Advantages of a Demand Center
2. Partial, Full and other Outsourced Demand Center Models
3. When to consider an Outsourced Demand Center
4. What to consider when choosing an Outsourced Demand Center Partner

If you have invested in Marketing Automation or are considering purchasing a Marketing Automation solution, this presentation will provide you with the insights and options you might be looking for to be successful.

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  • We work with marketing to understand their needs—translate that into technology
  • We live in an age of of a very savvy customer. Instantaneous transactions, multiple touch points, and the merging of offline with digital have combined with a multitude of media outlets (including social media) to create ever-savvier audiences that are harder to find and keep. We need greater clarity so as to move faster, stronger, and better to deliver their messages and capture consumer attention. Amidst this fast-moving environment is digital marketing. digital marketing is increasingly affording the situational awareness needed to not only know what works in the marketplace, but how to continuously make what works, work better. For many marketers, tracking the digital footprint of the customer is the first step. While digital marketing makes data readily available, for many of today’s marketing decision-makers, the clutter of information received from the vast array of sources can blur the bottom line rather than bring it into focus. Therein lies the irony: Today’s marketing environment offers a rich menu of options for reaching the customer, and in return delivers a vast amount of data to the marketer, who must capture the meaning, implication, and importance of that data. digital marketing is very powerful and puts marketing executives in the unique position to leverage technology advancements to gain customer insight and drive ever-new approaches to doing business.
  • But the benefits of doing it right are enormous. Engaging your customer with personalized messaging and timely communications generates a 2 to 3 times For best in class organizations, average performance in terms of revenue was 59%.If you look at the industry average, the average performance increase was just 9%So the question then is how do you there?
  • The Hunter has become the Hunted. Sales or even the Company is no longer in control. The Buyer is in control: savvy customers today are very good at tuning out commercial noise and being more selective with whom they do business
  • The truth is, as marketers, we are already wrestling with multiple applications for data, CRM, email, web, social, analytics… and we are having almost parallel, siloed disconnected conversations on these platforms…
  • Today’s marketers struggle with limited time, money and staff. All of these resources need to be spent wisely to maximize efficiency and keep your marketing pumping out results.
  • Gartner Research projects that “by 2020 customers will manage 85% of their relationship without talking to a human.” The primary need that leads and customers have in their research is for useful and timely information. Our role as marketers should be to help customers get all of the information they need and ease their decision process.
  • The promise of the Demand Center is that it can become a Command Center – mission control if you will..
  • The promise of the Demand Center is that it can become a Command Center – mission control for marketing excellence. It drives new levels of predictability and performance.
  • The business case for an outsourced demand center

    1. 1. The Business Case for an Outsourced Demand Center of Excellence Or how to get quick returns on your marketing automation investment A Digital Solutions Firm delivering Marketing and Technology SolutionsNew York . Toronto . Phoenix . Los Angeles . London. Dubai . New Delhi
    2. 2. Presenter Shawn De Souza Demand Generation Practice Director 1
    3. 3. Agenda1. About eDynamic2. Challenges facing Marketers today3. Gaps brought about by Marketing Technologies4. The Demand Center5. What to look for in an Outsourced Demand Center 2
    4. 4. About eDynamiceDynamic is a digital consultancy that helps clients acquire andengage customers through cutting edge interactive solutionsExperienced. Founded in 1999Trusted. Diverse business critical projects delivered formid-size to Fortune 500 organizationsVersatile. Experience across diverse verticals, includingFinancial Services, Technology, Retail, Media & Publishing,Education, Travel and Hospitality and EnergyGlobal. Locations in United States, Canada, Middle-East andIndia 3
    5. 5. eDynamic Empowers the Marketing ProcessOur capabilities center around empowering the marketer duringthe entire customer lifecycle, from acquisition to engagement 4
    6. 6. Why we are here 5
    7. 7. MAPs: Leveraging the Digital FootprintMarketing Automation affords us the ―situational awareness‖ tooptimize our ability to acquire and convert customers1. Improving engagement: Delivering relevant experiences that keep customers or prospects engaged with your organization2. Maintaining digital dialog: Two-way conversations using multiple channels—web, email, mobile, social media…3. Nurturing: Move leads through the buying cycle to the point at which they are ready for sales4. Scoring and prioritizing: Identifying those high-value customers or prospects 6
    8. 8. Automation is Driving ConversionsEloqua noted that automated campaigns on average have a>200% higher conversion rate than batch and blast 7
    9. 9. The Reward of Higher RevenueBest-in-Class Organizations deliver a 79% improved companywide revenue growth 8
    10. 10. Challenges facingmarketers today 9
    11. 11. Buyer 2.0SiriusDecisions: How sales people want to sell has little impacton how buyers are choosing to buy 10
    12. 12. What platforms do you use?‖ I feel more like a CIO with all the technology I have to deal within my organization‖ 11
    13. 13. Marketers are using point solutionsWebsite CMS, Analytics, CRM, Marketing Automation, BusinessIntelligence, Social tools… 12 Forrester Global Direct Marketing Benchmark Survey Q3 2008
    14. 14. Bandwidth! 13
    15. 15. Stoking the engine 14
    16. 16. The Snowball Effect! 15
    17. 17. The Data ProblemThe natural decay of contact data can cost a marketingdepartment a significant portion of its budget 16
    18. 18. Gaps brought aboutby MarketingTechnologies 17
    19. 19. Skills Gaps 18
    20. 20. Process Gaps 19
    21. 21. Organizational Readiness 20
    22. 22. Technical Readiness 21
    23. 23. A Reality Check 22
    24. 24. B2B Marketing – a reality check―Too many B2B marketers … do not experience the fullpotential that these platforms deliver. They are heldback because they don’t have the right leadmanagement process in place, the right contactinformation in their database, the right content forengaging buyers, or the right skill sets for managing theintersection of these efforts.‖- B2B Marketers Must Better Prepare for Automation,Forrester Research 23
    25. 25. B2B marketing – a reality checkOnly 25% of organizations are fully realizing the potential of theirMarketing Automation Platform – Sirius Decisions85 The percentage of b-to-b marketers that describe themselves as ―self-taught‖ professionals.81 The percentage of b-to-b organizations that spend $1,000 or less per year on marketing skills development.25 The percentage of organizations that have purchased marketing automation that are utilizing it to the fullest.7x The gap in waterfall performance (inquiry-to-close ratio) between 24 average and best-in-class organizations. - Sirius Decisions
    26. 26. The Demand Center 25
    27. 27. Marketers recognize the need for acomprehensive service suite 26 Forrester Global Direct Marketing Benchmark Survey Q3 2008
    28. 28. Forrester’s Online Marketing Suite 27 Forrester – February 2011 – Revisiting the Online Marketing Suite
    29. 29. Mission control for marketing excellence 28
    30. 30. The SolutionCreate a Marketing Operations Demand Center1. Sirius Decisions: The Demand Center is a hub of shared marketing services, infrastructure and process that enables organizations to bring programs to market by leveraging key corporate assets and best practices 29
    31. 31. The Function of the Demand CenterA central resource pool of practitioners experienced in MAP,CRM, Design, Analytics 30
    32. 32. The Demand Center’s ServicesA centralized Demand Center addresses the gaps brought aboutby marketing technologies like automation Marketing Automation Demand Center Skills Gaps Organizational Strategy & Readiness & Consulting Strategy Process Gaps Campaign Campaign Design and Design and Execution ExecutionOrganizational Readiness Day to Day Managed Operations Services 31 Technical Technology ImplementationReadiness Installation Services
    33. 33. Benefits of a centralized marketing suiteMarketing must move from a siloed organization to a flexible,project-based organization able to execute with agility1. Enabling optimization across the entire funnel2. Drive new levels of predictability and performance3. Managing a single set of segments and business rules4. Providing a data repository for a single customer view5. Integrating and synchronizing third party applications6. Knowledge share and best practices across the organization7. Program Assembly and Execution 328. Strategic Guidance and Advisory Services
    34. 34. The Onsite ModelInvestment in FTEs, Training and Ramp-up 33
    35. 35. The Hybrid ModelImplementation and Best Practices provided as a managedservice 34
    36. 36. The Outsourced ModelAdministration, MAP Campaign Strategy and Best Practices andall implementation handled by outsourced digital agency 35
    37. 37. What to look for inan OutsourcedDemand Center 36
    38. 38. The Outsourced Demand CenterDefinition: A Demand Center is a services organizationthat centralizes Demand Generation-related skill setsand capabilities in order to leverage marketinginvestment, improve efficiency and impact, andorganize resources around buyer journeys. 37
    39. 39. 3838
    40. 40. 3939
    41. 41. 4040
    42. 42. Questions? 41
    43. 43. Contact UsShawn De Souzashawn.desouza@edynamic.net 42
    44. 44. Thank You 43