Lisa's presentation from 'The Big Picture - 2015' event @ The Courthouse Hotel, Oxford Circus, London.

1. November 5, 2014
Defining the
Journey to Demand
Generation Success

2. 2
All good marketing
creates demand.

3. Awareness = Knowledge
Education = Understanding
Demand = Action

4. Demand generation is the art and
science of getting an audience to WANT
to give up their budget for your solution.

5. Like with any journey,
you need a plan.
Know what you need
to create.
Identify where you’re
going to target.
Design your approach
for getting there.

6. And be in synch
with sales.

7. 7
Know what you need to create.
Understanding that need…
How much revenue?
How much pipeline?
How many deals is that?
What is a qualified deal?

8. Determine your equation.
Revenue
target
Pipeline
multiplier
×
Amount of
qualified
pipeline sales
must carry
=
Split of net-new
How much of that are you responsible for?
versus
existing base
⁄

9. Identify where you’re going to target.
Assess your
audience…
Business, technical, both?
Geographically-based?
How big is the pool?
What drives them?
Who else is competing for
their attention?
9

10. Consider the spectrum.
Net-new targets
Named accounts
Existing customers
Existing prospects
Competitors’ customers
Customers’ competitors
Channel partners
Alliance partners
Industry associations
Vertical segments
10

11. Design your approach for getting there.
Define your plays
and vehicles…
What are your themes?
How complicated is the topic?
What are the best means for
delivery?
How broadly do you need to
reach?
What are your constraints?
11

12. 12
And THEN…
map out your programs.

13. 13
A word about
measurement…

14. Determine your equation.
Revenue
target
Pipeline
multiplier
×
Split of net-new
versus
existing base
⁄
Amount of
qualified
pipeline sales
must carry
=
How much of that are you responsible for?

15. 15
Successful demand
generation is a journey.
If your trip is routed in the
right principles, you will
reach your destination on
time and on budget.

16. 16