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Demand Metric - Executive Marketing Advisory Membership

This document provides an overview of Demand Metric Research Corp., a global marketing research and advisory firm. It outlines the challenges their members commonly face, how Demand Metric can help through advisory calls, research, tools/templates, and training. It describes their flexible engagement model and solution of empowering marketing teams with the resources of Demand Metric University, a team of expert Research Directors, and 500+ guides/templates. The goal is to help members improve marketing practices and maturity.

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Overview Demand Metric Research Corp. Executive Marketing Advisory Membership © 2013 Demand Metric Research Corporation. All Rights Reserved.
AGENDA 3 Why Demand Metric? 29 Annual Research Plan 7 How We Can Help You 37 Research Archives 15 Our Research Directors 39 Membership Options 26 Executive Advisory Council 41 Recommended Solution
Demand Metric: Executive Marketing Advisory Membership Why Demand Metric? Our Core Beliefs and Mission 3
Demand Metric: Executive Marketing Advisory Membership WHY DEMAND METRIC "We founded Demand Metric to give marketers the tools, information and expertise they need to rapidly deliver and demonstrate value. The marketing profession has been turned upside down in the past ten years, and now more than ever leaders need to prove value, implement and manage complex technology, and adapt to change in a world where buyers control more of the sales process than ever before.” - Jesse Hopps, Founder & CEO   4
Demand Metric: Executive Marketing Advisory Membership ABOUT DEMAND METRIC Demand Metric is a global marketing research & advisory firm serving a membership community of over 35,000 marketing professionals, CEOs, and business owners with advisory services, custom research & benchmarking reports, vendor studies, consulting methodologies, training, and a library of 500+ tools and templates. Using Demand Metric resources, members complete projects faster and with greater confidence, boosting respect for the marketing team and making it easier to justify needed resources. Our 1,000+ clients range from start-ups to members of the Global 1,000. Demand Metric members leverage the following resources: §  Research – 100+ How-To Guides, Best Practices Reports, Benchmark Reports, Vendor Landscapes and Infographics. §  Practical Tools – 500+ Analytical Tools, Premium-Quality Templates, Assessments, Checklists, Business Cases, Evaluations, etc. §  Training – DM University offers 40+ Training Courses and eWorkshops in a Learning Management System (LMS) environment. §  Community – 35,000 member online community for networking, discussions, and advice. Over 1,000 corporate clients. §  Analyst Inquiry – expert advice from our Research Directors and Senior Analyst Network of industry practitioners. §  Executive Council – peer-to-peer executive roundtables and benchmarking programs. 5
Our Clients – Partial List of our 1,000+ Corporate Clients
Demand Metric: Executive Marketing Advisory Membership How We Can Help You Maturity Model & Research Practices 7
Demand Metric: Executive Marketing Advisory Membership COMMON CHALLENGES FOR OUR MEMBERS §  Is it an annual battle to get the minimum budget and resources you need to perform effectively? §  Is Marketing viewed as a strategic function that drives the organization, or perceived as a sales support group? §  Does Marketing have a seat at the boardroom table to help shape the future direction for the organization? §  Are you able to connect Marketing activities and programs to revenue results accurately? §  Do you have the technology infrastructure you need to execute plans and measure Marketing’s contribution? §  Do you have the opportunity to learn and implement modern marketing tools and techniques? 8
Demand Metric: Executive Marketing Advisory Membership TYPICAL ANALYST ADVISORY CALLS §  Positioning: get help understanding your market positioning and developing core messaging. §  Vendor Selection: define your business requirements, short-list vendors and make the right decision. §  Strategic Planning: become a proactive Marketing department operating from a strategic marketing plan. §  Technology: implement and manage complex Marketing technology to automate core processes. §  Benchmarking: compare your operational effectiveness, budget & staffing against your peers. §  Organizational Structure: develop the skill sets needed for today’s modern Marketing department. §  Demand Generation Strategy: learn how to keep the pipeline full of qualified sales leads. §  New Media Tactics: get up to speed on best practices across social media, video, mobile, apps, etc. §  Product Management: standardize and improve your go-to-market and product development processes. 9
World Class Marketing Organization Maturity Model Level 1: Cost Center Level 2: Revenue Neutral Level 3: Revenue Contributor Level 4: Profit Center Orientation: very reactive, operational, not strategic, no plan Orientation: still reactive, some campaign planning, no strategic plan Orientation: working from a strategic marketing plan and campaign plans Orientation: marketing plan aligned with and drives business planning Leadership: no senior leadership in Marketing, possibly a Manager Leadership: Director of Marketing, with Project or Program Managers Leadership: VP, Director of Marketing, Program Managers Leadership: CMO, VPs, Directors, Managers and Program Managers Staffing: informal roles & responsibilities, no job descriptions Staffing: basic job descriptions in place but rarely updated Staffing: job descriptions & performance reviews done regularly Staffing: CMO compensation tied to revenue & marketing performance Budget: no budget exists, spending is Ad Hoc Budget: a small budget exists for items such as trade shows, etc. Budget: a budget exists and business cases are created to justify spend Budget: budgeting is connected to revenue growth targets Processes: no processes, activities done ad hoc, reactive in nature Processes: activities are repeatable and some processes are defined Processes: all processes are defined and some measurement in place Processes: all processes are defined, measured, managed, and optimized Systems: minimal marketing technology in place Systems: legacy customer database or CRM system, email marketing Systems: CRM, marketing automation, with some integration. Systems: all systems fully integrated, analytics & business intelligence Metrics: no metrics or a focus on advertising: #impressions, #ads Metrics: operational metrics such as open rates, click-thrus, registrations Metrics: cost per lead (CPL), renewal rate %, #sales qualified leads created Metrics: customer lifetime value (CLV), brand equity, cost to acquire, ROI Executive Perspective of Marketing: cost-center, not a strategic function Executive Perspective of Marketing: cost-center, sales support function Executive Perspective of Marketing: cost-center, flashes of brilliance Executive Perspective of Marketing: source of revenue, strategic function
World Class Marketing Assessment WORLD CLASS MARKETING ASSESSMENT §  67 Point Diagnostic Self-Assessment Tool to Benchmark and Identify Areas for Improvement 11
Demand Metric: Executive Marketing Advisory Membership FLEXIBLE ENGAGEMENT MODEL Consulting On-Site Workshops Analyst Advisory Services Research, Tools & Templates
Research Practices PRODUCT MANAGEMENT STRATEGIC COMMUNICATIONS DEMAND GENERATION SALES ENABLEMENT CUSTOMER EXPERIENCE Launch new products and services successfully. Optimize multi-channel marketing communications. Generate a steady flow of qualified leads. Equip Sales with tools, training and systems. Drive customer satisfaction, loyalty and retention. Key Concepts: Key Concepts: Key Concepts: Key Concepts: Key Concepts: §  Market Analysis §  Social Media & PR §  Marketing Automation §  Sales Playbooks §  Voice of Customer §  Product Development §  Content Marketing §  Inbound Marketing §  Channel Partnership §  Journey Maps §  Positioning & Pricing §  Digital/Online/Mobile §  Tradeshows & Events §  Social Selling §  Customer-Centricity §  Market Research §  Video Marketing §  Advertising §  CRM Platforms §  Personalization STRATEGY & MEASUREMENT Be accountable for marketing spend and contribution to the opportunity pipeline and attainment of revenue goals. Key concepts: business alignment, branding, positioning, marketing strategy, budgeting, goal-setting, prioritization, analytics, and dashboards. SYSTEMS & TECHNOLOGY Build an integrated marketing & sales platform for managing and reporting on key business data. Key technologies: CRM, Marketing Automation, Marketing Resource Management, Social Media/PR, Online Communities, Customer Support, Content Management. STAFFING & MANAGEMENT Train your team and manage workflows more effectively. Key concepts: agile marketing, project management, agency relations, training courses, workshops, policies, job descriptions, performance management.
Solution Overview – Empowering Your Team with Resources Demand Metric Account Team Your Internal Marketing Team DM University Research & Training CMO Dream Team of Research Directors Research Associate CMO/VP Marketing 100+ How-To Guides Strategy & Measurement Senior Analyst Network Experts Marketing Analytics Digital Marketing Chief Analyst Director, Demand Gen 500+ Tools & Templates Systems & Technology VP Research Director, Product Mgmt. Benchmark Reports Staffing & Management CRM Platforms Video Marketing Marketing Automation Customer Success Manager Director, Communications DM University Training Product Management Account Coordinator Marketing Program Managers Infographics Strategic Communications Product Managers Case Studies Demand Generation Marketing Coordinator eWorkshops Sales Enablement World-Class Marketing Assessment Customer Experience Value Roadmap Email Marketing Branding Strategy Advertising & Media Buying Market Research Product Development Loyalty & Retention Strategy & Measurement Lifecycle Marketing Sales & Marketing Alignment Project Management
Demand Metric: Executive Marketing Advisory Membership Our Research Directors Add These 10 CMOs to Your Team 15
Demand Metric: Executive Marketing Advisory Membership RESEARCH DIRECTORS & ANALYSTS Jerry Rackley, Chief Analyst Jerry has worked in Marketing for over 30 years at companies such as IBM, Esker Software and Stillwater National Bank. Jerry is also an Adjunct Faculty Member at Oklahoma State University where he teaches courses in Marketing. Jerry is an expert in Product Management, Public Relations, Positioning, and Market Research and leads all of Demand Metric’s primary research studies. A speaker in high demand, Jerry regularly speaks at industry conferences and webinars with our partners. Jerry has a BS in Computer Science from Oklahoma State University. © 2013 Demand Metric Research Corporation. All Rights Reserved. 16
Demand Metric: Executive Marketing Advisory Membership RESEARCH DIRECTORS & ANALYSTS Clare Price, Research Director – Strategic Communications Clare is an expert in marketing strategy, branding, strategic communications, sales enablement, social media marketing, content marketing and leveraging marketing technologies. Clare is a former Research Director at Gartner Group and helped build their Internet Strategies Services with clients such as Microsoft, IBM, HP, Cisco, Proctor & Gamble and Wells Fargo. Her specialties include: brand strategy, brand development, customer acquisition and relationship development, content and digital marketing strategy and social media marketing. Clare has a BA in Journalism from the University of California, Berkeley. © 2013 Demand Metric Research Corporation. All Rights Reserved. 17
Demand Metric: Executive Marketing Advisory Membership RESEARCH DIRECTORS & ANALYSTS Debbie Qaqish, Research Director – Strategy & Measurement Debbie Qaqish is a nationally recognized speaker, thought leader and innovator in the demand generation field, with more than 30 years of experience applying strategy, technology and process to help B2B companies drive revenue growth. Debbie was voted #10 in SLMA’s Top 50 Most Influential in Sales Lead Management in 2011. She also coined the term ‘Revenue Marketing’ and built Revenue Marketing University. Her team has overseen over 1,000 marketing automation implementations, in companies such as Citrix, Ariba, Dun & Bradstreet, Cleveland Cavaliers, QlikView, and Equifax. Debbie has been at the forefront of the marketing automation phenomenon, first as a beneficiary, and now as an advocate and expert. She is a frequent speaker and writer on topics related to driving revenue through demand generation techniques, marketing automation technologies and the integration of sales and marketing. Debbie is working on her Doctors of Business Administration and has a BA from Auburn University. © 2013 Demand Metric Research Corporation. All Rights Reserved. 18
Demand Metric: Executive Marketing Advisory Membership RESEARCH DIRECTORS & ANALYSTS David Raab, Research Director – Systems & Technology David advises major consumer and business marketers on marketing processes, technology and service vendors. Clients have included Allstate Insurance, Amtrak, Blue Cross/Blue Shield, CIGNA Health Care, CitiCorp, Comcast, First Union Bank, The Gap, IBM, JC Penney, Lowe's, Scholastic Inc., Unisys, Sprint, Verizon Wireless, and Williams-Sonoma. Typical projects involve marketing process analysis, needs definition, vendor selection and customer management system deployment. David has written hundreds of articles on marketing technology for publications including Information Management, DM Review, DM News, Relationship Marketing Report, Bank Marketing, Target Marketing, and The Journal of Database Marketing. He is the author of Marketing Performance Measurement Toolkit (Racom Books, 2009) and the B2B Marketing Automation Vendor Selection Tool. David has an MBA from Harvard Business School. © 2013 Demand Metric Research Corporation. All Rights Reserved. 19
Demand Metric: Executive Marketing Advisory Membership RESEARCH DIRECTORS & ANALYSTS Eric Albertson, Research Director – Demand Generation Eric has been a marketing and sales executive for 30 years and has consulted for companies like Dell, Microsoft, EMC, Compaq, Hewlett-Packard, Intel, Toshiba and American Express. He’s also mentored many small companies that now boast similar profitability, if not equal name recognition. An expert in Demand Generation, Eric has implemented Marketing Automation & CRM systems and built out Content Marketing programs for many large enterprises and small businesses. Eric has a BS in Marketing from the University of Oregon. © 2013 Demand Metric Research Corporation. All Rights Reserved. 20
Demand Metric: Executive Marketing Advisory Membership RESEARCH DIRECTORS & ANALYSTS Craig Nelson, Research Director – Sales Enablement Craig is a seasoned professional with more than 25 years of experience in the software industry. Craig has held a variety of leadership roles and has been instrumental in the growth of several startup companies that became successful public software companies. Craig and his team have overseen over 150 sales enablement deployments. Craig co-founded iCentera in 2003 with the mission to help companies generate profitable revenue. Today the iCentera solution, delivered as a service over the internet, provides a sales enablement platform to the commercial market. iCentera has over 250,000 subscribers and in 2011 became part of CallidusCloud, a public software company focused on a broad range of sales performance and effectiveness solutions with a global presence in over 132 countries. Craig has a BS in Computer Science from Minnesota State University. © 2013 Demand Metric Research Corporation. All Rights Reserved. 21
Demand Metric: Executive Marketing Advisory Membership RESEARCH DIRECTORS & ANALYSTS Charles Gold, Research Director – Product Management Charles has over 20 years experience in Marketing leadership positions and served as CMO or VP Marketing for Sonatype, DataDirect Technologies, Progress Software, Appfluent Technology and Director of Product Marketing at Red Hat. Charles’ skills and experience span: product marketing, product management, positioning, business planning, web marketing, lead generation & field marketing, sales readiness, PR & analyst relations, social media, marketing metrics & measurement. Charles has an MBA from Wake Forest University and a BA Economics from University of Virginia. © 2013 Demand Metric Research Corporation. All Rights Reserved. 22
Demand Metric: Executive Marketing Advisory Membership RESEARCH DIRECTORS & ANALYSTS Diane Magers, Research Director – Customer Experience Diane has over 25 years of experience as an accomplished senior customer experience, sales and marketing executive with diverse and exceptional leadership skills. Her strengths include designing and launching services and solutions based on enterprise, customer and associate needs through various market channels. Diane is speaking at Customer Experience industry events and consulting with companies to support and educate them as they build or enhance their customer experience practices. Diane has a MS in Clinical Psychology, and an MBA from the University of Phoenix. © 2013 Demand Metric Research Corporation. All Rights Reserved. 23
Demand Metric: Executive Marketing Advisory Membership RESEARCH DIRECTORS & ANALYSTS Stephan Sorger, Honorary Research Director – Marketing Analytics Stephan is the “Analytics Ambassador”, and has written a 500 page book “Marketing Analytics: Strategic Models and Metrics”. He serves as a VP Strategic Marketing for On-Demand Advisors and is an Adjunct Faculty Member at the University of San Francisco, UC Berkeley Extension teaching courses in Marketing Analytics and New Product Development. Stephan has held senior Marketing leadership positions at NASA, SAP, Oracle, 3Com, and Selectica. Stephan has an MBA and MS in Electrical Engineering from USC. © 2013 Demand Metric Research Corporation. All Rights Reserved. 24
Demand Metric: Executive Marketing Advisory Membership RESEARCH DIRECTORS & ANALYSTS Danny Brown, Associate Senior Analyst – Social Media & Influence Marketing Danny works with organizations like RIM, Yahoo, IBM, LG Electronics, Ford British Telecom, and Microsoft to help them with digital marketing programs and optimizing social media strategies and technology platforms. Danny was the lead social strategist on the BlackBerry 9700 campaign for the US. He also runs the #1 Marketing blog in the world according to HubSpot’s Hot 100 marketing blog list. Danny is the co-author of “Influence Marketing”, which has been recognized as one of the Top 100 Business Books in America by Neilsen BookScan. Danny has also spoken at TEDx. Danny has his Honours in English from the University of Edinburgh. © 2013 Demand Metric Research Corporation. All Rights Reserved. 25
Demand Metric: Executive Marketing Advisory Membership Executive Advisory Council Roundtables for Marketing Leaders 26
Demand Metric: Executive Marketing Advisory Membership EXECUTIVE ADVISORY COUNCIL - OVERVIEW Peer-to-Peer Exchanges for Marketing Leaders §  §  Share Best Practices – learn what is working and what is not from our council members and expert speakers. §  Convenient to Attend – our quarterly council meetings are virtual conferences so you can attend with ease. §  © 2013 Demand Metric Research Corporation. All Rights Reserved. Executive Roundtables – bring your top challenges to the table and get advice from 20+ Marketing executives. Shape Direction of Demand Metric – we listen to our council’s advice for product development and corporate strategy – weigh in on the future of our membership. 27
Executive Advisory Council Members Jeanne Hopkins, CMO Continuum Cecille Reilly, Director NetApp Joe Brooks, VP Marketing Burns & McDonnell Dyke Hensen, SVP Marketing Vree Health Andrew Green, Director Life Technologies Ed Harnish, VP Marketing GFI Software Lisa Glispy, Dir. Marketing Stanley Black & Decker Robin Caputo, CMO Datavail Ken Falkowitz, SVP Kimble Chase Sandra Bell, CMO First American Mark Daniels, VP Marketing Sika China Bonnie Bird, Dir. Marketing Ciber Doug Curtis, VP Marketing Dometic Marine Suzanne Carawan, CMO HighRoad Solution Christine Marks, Director PCLS 28
Demand Metric: Executive Marketing Advisory Membership Annual Research Plan Resources Your Team Can Access 29
Demand Metric: Executive Marketing Advisory Membership ANNUAL RESEARCH PLAN Benchmark Study Reports – 24 New Studies §  Primary Research – 300-700 study participants §  Benchmarking – compare your company with your peers §  In-Depth Analysis – 20+ page reports to share findings §  Best Practices – insights from ‘world-class organizations” §  Charts & Graphs – 10-20 charts to visualize study results. 30
Demand Metric: Executive Marketing Advisory Membership ANNUAL RESEARCH PLAN Best Practices Reports – 24 New In-Depth Reports §  Research – 80+ Hours of Primary & Secondary Research §  Expert Interviews – insights from industry thought-leaders §  Implementation Advice – 10-40 pages of practical advice §  Best Practices – insights from ‘world-class organizations” §  Case Studies – real-world examples from our members 31
Demand Metric: Executive Marketing Advisory Membership ANNUAL RESEARCH PLAN How-To Guides – 48 New Concise Guides §  Hot Topics – stay current on trends in Marketing §  Executive Summary Format – quick to read (3-10 pages) §  Action Plans – link to tools, templates & resources §  Thought Leadership – written by industry experts §  Practical Unbiased Advice – make smarter, faster decisions 32
Demand Metric: Executive Marketing Advisory Membership ANNUAL RESEARCH PLAN Consulting Methodologies & Tool-Kits – 12 New §  Step-by-Step – same processes & tools consultants use §  Tools & Templates – 20+ tools per methodology & tool-kit §  Frameworks – provide thought models and diagrams §  Maturity Model – show the path to ‘optimized’ processes §  Do-it-Yourself – minimize need for external consultants 33
Demand Metric: Executive Marketing Advisory Membership ANNUAL RESEARCH PLAN Training Courses – 24 New Online Video Courses §  On-Demand – learn conveniently from your desktop §  LMS – learning management system to monitor progress §  Knowledge Checks – brief exams to reinforce learning §  Tools & Templates – linked to each module §  Certification – get certificates of completion 34
Demand Metric: Executive Marketing Advisory Membership ANNUAL RESEARCH PLAN Training eWorkshops – 36 New eWorkshops §  Participate – engage with the instructor and participants §  Action-Oriented – aligned with our tools & resources §  Practical – focused on how to implement in real-world §  Expert Instructors – facilitated by our Research Directors §  On-Demand – view in our LMS if you can’t attend 35
Demand Metric: Executive Marketing Advisory Membership ANNUAL RESEARCH PLAN Marketing Infographics – 12 New Infographics §  Data-Driven – based on multiple data sources & stats §  Visual – great format for visual learning styles §  Quick to Scan – review in less than 5 minutes §  Shareable – post on your blog or share with colleagues §  Well Designed – high-end professional graphic design 36
Demand Metric: Executive Marketing Advisory Membership RESEARCH ARCHIVES: 2006-2013 Quantity Resource Type 546 Premium Templates & Analytical Tools 103 How-To Guides 46 Assessments 43 eWorkshops 25 Consulting Methodologies 10 Benchmark Study Reports 8 Training Courses 6 Marketing Infograhics 750+ Total Demand Metric Resources OUR COMMITMENT TO OUR MEMBERS “To provide marketing executives with affordable and unbiased advisory services and tools to help them prove their value and develop their team.” §  We re-invest membership fees back into the offering §  Over $3MM invested into Research since 2006 §  $100K per month invested in Research, Community, and Product Development

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Demand Metric - Executive Marketing Advisory Membership

  • 1.
    Overview Demand Metric ResearchCorp. Executive Marketing Advisory Membership © 2013 Demand Metric Research Corporation. All Rights Reserved.
  • 2.
    AGENDA 3 Why Demand Metric? 29 AnnualResearch Plan 7 How We Can Help You 37 Research Archives 15 Our Research Directors 39 Membership Options 26 Executive Advisory Council 41 Recommended Solution
  • 3.
    Demand Metric: ExecutiveMarketing Advisory Membership Why Demand Metric? Our Core Beliefs and Mission 3
  • 4.
    Demand Metric: ExecutiveMarketing Advisory Membership WHY DEMAND METRIC "We founded Demand Metric to give marketers the tools, information and expertise they need to rapidly deliver and demonstrate value. The marketing profession has been turned upside down in the past ten years, and now more than ever leaders need to prove value, implement and manage complex technology, and adapt to change in a world where buyers control more of the sales process than ever before.” - Jesse Hopps, Founder & CEO   4
  • 5.
    Demand Metric: ExecutiveMarketing Advisory Membership ABOUT DEMAND METRIC Demand Metric is a global marketing research & advisory firm serving a membership community of over 35,000 marketing professionals, CEOs, and business owners with advisory services, custom research & benchmarking reports, vendor studies, consulting methodologies, training, and a library of 500+ tools and templates. Using Demand Metric resources, members complete projects faster and with greater confidence, boosting respect for the marketing team and making it easier to justify needed resources. Our 1,000+ clients range from start-ups to members of the Global 1,000. Demand Metric members leverage the following resources: §  Research – 100+ How-To Guides, Best Practices Reports, Benchmark Reports, Vendor Landscapes and Infographics. §  Practical Tools – 500+ Analytical Tools, Premium-Quality Templates, Assessments, Checklists, Business Cases, Evaluations, etc. §  Training – DM University offers 40+ Training Courses and eWorkshops in a Learning Management System (LMS) environment. §  Community – 35,000 member online community for networking, discussions, and advice. Over 1,000 corporate clients. §  Analyst Inquiry – expert advice from our Research Directors and Senior Analyst Network of industry practitioners. §  Executive Council – peer-to-peer executive roundtables and benchmarking programs. 5
  • 6.
    Our Clients –Partial List of our 1,000+ Corporate Clients
  • 7.
    Demand Metric: ExecutiveMarketing Advisory Membership How We Can Help You Maturity Model & Research Practices 7
  • 8.
    Demand Metric: ExecutiveMarketing Advisory Membership COMMON CHALLENGES FOR OUR MEMBERS §  Is it an annual battle to get the minimum budget and resources you need to perform effectively? §  Is Marketing viewed as a strategic function that drives the organization, or perceived as a sales support group? §  Does Marketing have a seat at the boardroom table to help shape the future direction for the organization? §  Are you able to connect Marketing activities and programs to revenue results accurately? §  Do you have the technology infrastructure you need to execute plans and measure Marketing’s contribution? §  Do you have the opportunity to learn and implement modern marketing tools and techniques? 8
  • 9.
    Demand Metric: ExecutiveMarketing Advisory Membership TYPICAL ANALYST ADVISORY CALLS §  Positioning: get help understanding your market positioning and developing core messaging. §  Vendor Selection: define your business requirements, short-list vendors and make the right decision. §  Strategic Planning: become a proactive Marketing department operating from a strategic marketing plan. §  Technology: implement and manage complex Marketing technology to automate core processes. §  Benchmarking: compare your operational effectiveness, budget & staffing against your peers. §  Organizational Structure: develop the skill sets needed for today’s modern Marketing department. §  Demand Generation Strategy: learn how to keep the pipeline full of qualified sales leads. §  New Media Tactics: get up to speed on best practices across social media, video, mobile, apps, etc. §  Product Management: standardize and improve your go-to-market and product development processes. 9
  • 10.
    World Class MarketingOrganization Maturity Model Level 1: Cost Center Level 2: Revenue Neutral Level 3: Revenue Contributor Level 4: Profit Center Orientation: very reactive, operational, not strategic, no plan Orientation: still reactive, some campaign planning, no strategic plan Orientation: working from a strategic marketing plan and campaign plans Orientation: marketing plan aligned with and drives business planning Leadership: no senior leadership in Marketing, possibly a Manager Leadership: Director of Marketing, with Project or Program Managers Leadership: VP, Director of Marketing, Program Managers Leadership: CMO, VPs, Directors, Managers and Program Managers Staffing: informal roles & responsibilities, no job descriptions Staffing: basic job descriptions in place but rarely updated Staffing: job descriptions & performance reviews done regularly Staffing: CMO compensation tied to revenue & marketing performance Budget: no budget exists, spending is Ad Hoc Budget: a small budget exists for items such as trade shows, etc. Budget: a budget exists and business cases are created to justify spend Budget: budgeting is connected to revenue growth targets Processes: no processes, activities done ad hoc, reactive in nature Processes: activities are repeatable and some processes are defined Processes: all processes are defined and some measurement in place Processes: all processes are defined, measured, managed, and optimized Systems: minimal marketing technology in place Systems: legacy customer database or CRM system, email marketing Systems: CRM, marketing automation, with some integration. Systems: all systems fully integrated, analytics & business intelligence Metrics: no metrics or a focus on advertising: #impressions, #ads Metrics: operational metrics such as open rates, click-thrus, registrations Metrics: cost per lead (CPL), renewal rate %, #sales qualified leads created Metrics: customer lifetime value (CLV), brand equity, cost to acquire, ROI Executive Perspective of Marketing: cost-center, not a strategic function Executive Perspective of Marketing: cost-center, sales support function Executive Perspective of Marketing: cost-center, flashes of brilliance Executive Perspective of Marketing: source of revenue, strategic function
  • 11.
    World Class MarketingAssessment WORLD CLASS MARKETING ASSESSMENT §  67 Point Diagnostic Self-Assessment Tool to Benchmark and Identify Areas for Improvement 11
  • 12.
    Demand Metric: ExecutiveMarketing Advisory Membership FLEXIBLE ENGAGEMENT MODEL Consulting On-Site Workshops Analyst Advisory Services Research, Tools & Templates
  • 13.
    Research Practices PRODUCT MANAGEMENT STRATEGIC COMMUNICATIONS DEMAND GENERATION SALES ENABLEMENT CUSTOMER EXPERIENCE Launch newproducts and services successfully. Optimize multi-channel marketing communications. Generate a steady flow of qualified leads. Equip Sales with tools, training and systems. Drive customer satisfaction, loyalty and retention. Key Concepts: Key Concepts: Key Concepts: Key Concepts: Key Concepts: §  Market Analysis §  Social Media & PR §  Marketing Automation §  Sales Playbooks §  Voice of Customer §  Product Development §  Content Marketing §  Inbound Marketing §  Channel Partnership §  Journey Maps §  Positioning & Pricing §  Digital/Online/Mobile §  Tradeshows & Events §  Social Selling §  Customer-Centricity §  Market Research §  Video Marketing §  Advertising §  CRM Platforms §  Personalization STRATEGY & MEASUREMENT Be accountable for marketing spend and contribution to the opportunity pipeline and attainment of revenue goals. Key concepts: business alignment, branding, positioning, marketing strategy, budgeting, goal-setting, prioritization, analytics, and dashboards. SYSTEMS & TECHNOLOGY Build an integrated marketing & sales platform for managing and reporting on key business data. Key technologies: CRM, Marketing Automation, Marketing Resource Management, Social Media/PR, Online Communities, Customer Support, Content Management. STAFFING & MANAGEMENT Train your team and manage workflows more effectively. Key concepts: agile marketing, project management, agency relations, training courses, workshops, policies, job descriptions, performance management.
  • 14.
    Solution Overview –Empowering Your Team with Resources Demand Metric Account Team Your Internal Marketing Team DM University Research & Training CMO Dream Team of Research Directors Research Associate CMO/VP Marketing 100+ How-To Guides Strategy & Measurement Senior Analyst Network Experts Marketing Analytics Digital Marketing Chief Analyst Director, Demand Gen 500+ Tools & Templates Systems & Technology VP Research Director, Product Mgmt. Benchmark Reports Staffing & Management CRM Platforms Video Marketing Marketing Automation Customer Success Manager Director, Communications DM University Training Product Management Account Coordinator Marketing Program Managers Infographics Strategic Communications Product Managers Case Studies Demand Generation Marketing Coordinator eWorkshops Sales Enablement World-Class Marketing Assessment Customer Experience Value Roadmap Email Marketing Branding Strategy Advertising & Media Buying Market Research Product Development Loyalty & Retention Strategy & Measurement Lifecycle Marketing Sales & Marketing Alignment Project Management
  • 15.
    Demand Metric: ExecutiveMarketing Advisory Membership Our Research Directors Add These 10 CMOs to Your Team 15
  • 16.
    Demand Metric: ExecutiveMarketing Advisory Membership RESEARCH DIRECTORS & ANALYSTS Jerry Rackley, Chief Analyst Jerry has worked in Marketing for over 30 years at companies such as IBM, Esker Software and Stillwater National Bank. Jerry is also an Adjunct Faculty Member at Oklahoma State University where he teaches courses in Marketing. Jerry is an expert in Product Management, Public Relations, Positioning, and Market Research and leads all of Demand Metric’s primary research studies. A speaker in high demand, Jerry regularly speaks at industry conferences and webinars with our partners. Jerry has a BS in Computer Science from Oklahoma State University. © 2013 Demand Metric Research Corporation. All Rights Reserved. 16
  • 17.
    Demand Metric: ExecutiveMarketing Advisory Membership RESEARCH DIRECTORS & ANALYSTS Clare Price, Research Director – Strategic Communications Clare is an expert in marketing strategy, branding, strategic communications, sales enablement, social media marketing, content marketing and leveraging marketing technologies. Clare is a former Research Director at Gartner Group and helped build their Internet Strategies Services with clients such as Microsoft, IBM, HP, Cisco, Proctor & Gamble and Wells Fargo. Her specialties include: brand strategy, brand development, customer acquisition and relationship development, content and digital marketing strategy and social media marketing. Clare has a BA in Journalism from the University of California, Berkeley. © 2013 Demand Metric Research Corporation. All Rights Reserved. 17
  • 18.
    Demand Metric: ExecutiveMarketing Advisory Membership RESEARCH DIRECTORS & ANALYSTS Debbie Qaqish, Research Director – Strategy & Measurement Debbie Qaqish is a nationally recognized speaker, thought leader and innovator in the demand generation field, with more than 30 years of experience applying strategy, technology and process to help B2B companies drive revenue growth. Debbie was voted #10 in SLMA’s Top 50 Most Influential in Sales Lead Management in 2011. She also coined the term ‘Revenue Marketing’ and built Revenue Marketing University. Her team has overseen over 1,000 marketing automation implementations, in companies such as Citrix, Ariba, Dun & Bradstreet, Cleveland Cavaliers, QlikView, and Equifax. Debbie has been at the forefront of the marketing automation phenomenon, first as a beneficiary, and now as an advocate and expert. She is a frequent speaker and writer on topics related to driving revenue through demand generation techniques, marketing automation technologies and the integration of sales and marketing. Debbie is working on her Doctors of Business Administration and has a BA from Auburn University. © 2013 Demand Metric Research Corporation. All Rights Reserved. 18
  • 19.
    Demand Metric: ExecutiveMarketing Advisory Membership RESEARCH DIRECTORS & ANALYSTS David Raab, Research Director – Systems & Technology David advises major consumer and business marketers on marketing processes, technology and service vendors. Clients have included Allstate Insurance, Amtrak, Blue Cross/Blue Shield, CIGNA Health Care, CitiCorp, Comcast, First Union Bank, The Gap, IBM, JC Penney, Lowe's, Scholastic Inc., Unisys, Sprint, Verizon Wireless, and Williams-Sonoma. Typical projects involve marketing process analysis, needs definition, vendor selection and customer management system deployment. David has written hundreds of articles on marketing technology for publications including Information Management, DM Review, DM News, Relationship Marketing Report, Bank Marketing, Target Marketing, and The Journal of Database Marketing. He is the author of Marketing Performance Measurement Toolkit (Racom Books, 2009) and the B2B Marketing Automation Vendor Selection Tool. David has an MBA from Harvard Business School. © 2013 Demand Metric Research Corporation. All Rights Reserved. 19
  • 20.
    Demand Metric: ExecutiveMarketing Advisory Membership RESEARCH DIRECTORS & ANALYSTS Eric Albertson, Research Director – Demand Generation Eric has been a marketing and sales executive for 30 years and has consulted for companies like Dell, Microsoft, EMC, Compaq, Hewlett-Packard, Intel, Toshiba and American Express. He’s also mentored many small companies that now boast similar profitability, if not equal name recognition. An expert in Demand Generation, Eric has implemented Marketing Automation & CRM systems and built out Content Marketing programs for many large enterprises and small businesses. Eric has a BS in Marketing from the University of Oregon. © 2013 Demand Metric Research Corporation. All Rights Reserved. 20
  • 21.
    Demand Metric: ExecutiveMarketing Advisory Membership RESEARCH DIRECTORS & ANALYSTS Craig Nelson, Research Director – Sales Enablement Craig is a seasoned professional with more than 25 years of experience in the software industry. Craig has held a variety of leadership roles and has been instrumental in the growth of several startup companies that became successful public software companies. Craig and his team have overseen over 150 sales enablement deployments. Craig co-founded iCentera in 2003 with the mission to help companies generate profitable revenue. Today the iCentera solution, delivered as a service over the internet, provides a sales enablement platform to the commercial market. iCentera has over 250,000 subscribers and in 2011 became part of CallidusCloud, a public software company focused on a broad range of sales performance and effectiveness solutions with a global presence in over 132 countries. Craig has a BS in Computer Science from Minnesota State University. © 2013 Demand Metric Research Corporation. All Rights Reserved. 21
  • 22.
    Demand Metric: ExecutiveMarketing Advisory Membership RESEARCH DIRECTORS & ANALYSTS Charles Gold, Research Director – Product Management Charles has over 20 years experience in Marketing leadership positions and served as CMO or VP Marketing for Sonatype, DataDirect Technologies, Progress Software, Appfluent Technology and Director of Product Marketing at Red Hat. Charles’ skills and experience span: product marketing, product management, positioning, business planning, web marketing, lead generation & field marketing, sales readiness, PR & analyst relations, social media, marketing metrics & measurement. Charles has an MBA from Wake Forest University and a BA Economics from University of Virginia. © 2013 Demand Metric Research Corporation. All Rights Reserved. 22
  • 23.
    Demand Metric: ExecutiveMarketing Advisory Membership RESEARCH DIRECTORS & ANALYSTS Diane Magers, Research Director – Customer Experience Diane has over 25 years of experience as an accomplished senior customer experience, sales and marketing executive with diverse and exceptional leadership skills. Her strengths include designing and launching services and solutions based on enterprise, customer and associate needs through various market channels. Diane is speaking at Customer Experience industry events and consulting with companies to support and educate them as they build or enhance their customer experience practices. Diane has a MS in Clinical Psychology, and an MBA from the University of Phoenix. © 2013 Demand Metric Research Corporation. All Rights Reserved. 23
  • 24.
    Demand Metric: ExecutiveMarketing Advisory Membership RESEARCH DIRECTORS & ANALYSTS Stephan Sorger, Honorary Research Director – Marketing Analytics Stephan is the “Analytics Ambassador”, and has written a 500 page book “Marketing Analytics: Strategic Models and Metrics”. He serves as a VP Strategic Marketing for On-Demand Advisors and is an Adjunct Faculty Member at the University of San Francisco, UC Berkeley Extension teaching courses in Marketing Analytics and New Product Development. Stephan has held senior Marketing leadership positions at NASA, SAP, Oracle, 3Com, and Selectica. Stephan has an MBA and MS in Electrical Engineering from USC. © 2013 Demand Metric Research Corporation. All Rights Reserved. 24
  • 25.
    Demand Metric: ExecutiveMarketing Advisory Membership RESEARCH DIRECTORS & ANALYSTS Danny Brown, Associate Senior Analyst – Social Media & Influence Marketing Danny works with organizations like RIM, Yahoo, IBM, LG Electronics, Ford British Telecom, and Microsoft to help them with digital marketing programs and optimizing social media strategies and technology platforms. Danny was the lead social strategist on the BlackBerry 9700 campaign for the US. He also runs the #1 Marketing blog in the world according to HubSpot’s Hot 100 marketing blog list. Danny is the co-author of “Influence Marketing”, which has been recognized as one of the Top 100 Business Books in America by Neilsen BookScan. Danny has also spoken at TEDx. Danny has his Honours in English from the University of Edinburgh. © 2013 Demand Metric Research Corporation. All Rights Reserved. 25
  • 26.
    Demand Metric: ExecutiveMarketing Advisory Membership Executive Advisory Council Roundtables for Marketing Leaders 26
  • 27.
    Demand Metric: ExecutiveMarketing Advisory Membership EXECUTIVE ADVISORY COUNCIL - OVERVIEW Peer-to-Peer Exchanges for Marketing Leaders §  §  Share Best Practices – learn what is working and what is not from our council members and expert speakers. §  Convenient to Attend – our quarterly council meetings are virtual conferences so you can attend with ease. §  © 2013 Demand Metric Research Corporation. All Rights Reserved. Executive Roundtables – bring your top challenges to the table and get advice from 20+ Marketing executives. Shape Direction of Demand Metric – we listen to our council’s advice for product development and corporate strategy – weigh in on the future of our membership. 27
  • 28.
    Executive Advisory CouncilMembers Jeanne Hopkins, CMO Continuum Cecille Reilly, Director NetApp Joe Brooks, VP Marketing Burns & McDonnell Dyke Hensen, SVP Marketing Vree Health Andrew Green, Director Life Technologies Ed Harnish, VP Marketing GFI Software Lisa Glispy, Dir. Marketing Stanley Black & Decker Robin Caputo, CMO Datavail Ken Falkowitz, SVP Kimble Chase Sandra Bell, CMO First American Mark Daniels, VP Marketing Sika China Bonnie Bird, Dir. Marketing Ciber Doug Curtis, VP Marketing Dometic Marine Suzanne Carawan, CMO HighRoad Solution Christine Marks, Director PCLS 28
  • 29.
    Demand Metric: ExecutiveMarketing Advisory Membership Annual Research Plan Resources Your Team Can Access 29
  • 30.
    Demand Metric: ExecutiveMarketing Advisory Membership ANNUAL RESEARCH PLAN Benchmark Study Reports – 24 New Studies §  Primary Research – 300-700 study participants §  Benchmarking – compare your company with your peers §  In-Depth Analysis – 20+ page reports to share findings §  Best Practices – insights from ‘world-class organizations” §  Charts & Graphs – 10-20 charts to visualize study results. 30
  • 31.
    Demand Metric: ExecutiveMarketing Advisory Membership ANNUAL RESEARCH PLAN Best Practices Reports – 24 New In-Depth Reports §  Research – 80+ Hours of Primary & Secondary Research §  Expert Interviews – insights from industry thought-leaders §  Implementation Advice – 10-40 pages of practical advice §  Best Practices – insights from ‘world-class organizations” §  Case Studies – real-world examples from our members 31
  • 32.
    Demand Metric: ExecutiveMarketing Advisory Membership ANNUAL RESEARCH PLAN How-To Guides – 48 New Concise Guides §  Hot Topics – stay current on trends in Marketing §  Executive Summary Format – quick to read (3-10 pages) §  Action Plans – link to tools, templates & resources §  Thought Leadership – written by industry experts §  Practical Unbiased Advice – make smarter, faster decisions 32
  • 33.
    Demand Metric: ExecutiveMarketing Advisory Membership ANNUAL RESEARCH PLAN Consulting Methodologies & Tool-Kits – 12 New §  Step-by-Step – same processes & tools consultants use §  Tools & Templates – 20+ tools per methodology & tool-kit §  Frameworks – provide thought models and diagrams §  Maturity Model – show the path to ‘optimized’ processes §  Do-it-Yourself – minimize need for external consultants 33
  • 34.
    Demand Metric: ExecutiveMarketing Advisory Membership ANNUAL RESEARCH PLAN Training Courses – 24 New Online Video Courses §  On-Demand – learn conveniently from your desktop §  LMS – learning management system to monitor progress §  Knowledge Checks – brief exams to reinforce learning §  Tools & Templates – linked to each module §  Certification – get certificates of completion 34
  • 35.
    Demand Metric: ExecutiveMarketing Advisory Membership ANNUAL RESEARCH PLAN Training eWorkshops – 36 New eWorkshops §  Participate – engage with the instructor and participants §  Action-Oriented – aligned with our tools & resources §  Practical – focused on how to implement in real-world §  Expert Instructors – facilitated by our Research Directors §  On-Demand – view in our LMS if you can’t attend 35
  • 36.
    Demand Metric: ExecutiveMarketing Advisory Membership ANNUAL RESEARCH PLAN Marketing Infographics – 12 New Infographics §  Data-Driven – based on multiple data sources & stats §  Visual – great format for visual learning styles §  Quick to Scan – review in less than 5 minutes §  Shareable – post on your blog or share with colleagues §  Well Designed – high-end professional graphic design 36
  • 37.
    Demand Metric: ExecutiveMarketing Advisory Membership RESEARCH ARCHIVES: 2006-2013 Quantity Resource Type 546 Premium Templates & Analytical Tools 103 How-To Guides 46 Assessments 43 eWorkshops 25 Consulting Methodologies 10 Benchmark Study Reports 8 Training Courses 6 Marketing Infograhics 750+ Total Demand Metric Resources OUR COMMITMENT TO OUR MEMBERS “To provide marketing executives with affordable and unbiased advisory services and tools to help them prove their value and develop their team.” §  We re-invest membership fees back into the offering §  Over $3MM invested into Research since 2006 §  $100K per month invested in Research, Community, and Product Development