Demand Generation 101

Demand Generation (noun) – A holistic approach to increase sales through programmatic, automated marketing and enhanced cooperation between sales & marketing.
See Manticore Technology.

To date sales and marketing have lived worlds apart while working towards a shared goal of growing revenues.

• Marketers executed isolated campaigns with little insight into the impact on the overall pipeline and accountability.
• Campaign metrics like email open rates and click-thru rates are reported while having little representation on the impact on the pipeline.
• Leads are often passed to sales before they’re ready to buy while sales is faulted for not closing enough of the leads to hit their goal.
• Accustomed to low quality leads, sales doesn't follow-up on leads and faults marketing for not providing enough qualified leads for them to hit their goal.
• Mechanisms for nurturing leads that aren't ready to buy aren't in place.

These challenges have been caused by:

• Institutional memory – Set company processes of how business is conducted, passed on from one generation of employees to the next.
• Organizational challenges – Sales & marketing operating as independent entities.
• Technology barriers – Sales and marketing working on independent data systems.

Demand generation is a fresh alternative that allows managers to eliminate or minimize many of these challenges. Technology is the agent of change fueling demand generation.

At its core, demand generation is sales and marketing working together in a common, shared framework to boost sales. The framework is solidified through a fully integrated sales and marketing technology platform, creating a closed loop sales and marketing pipeline while developing tight communication and teamwork between the groups.

The results represent a paradigm shift in the sales/marketing relationship:

• Leads are nurtured through the pipeline using the power of marketing automation, providing a constant stream of qualified leads to sales.
• Marketers link campaigns directly to closed deals for actionable metrics.
• Marketing feeds sales valuable information into prospects interests and behaviors, identifying WHO to contact and WHAT to talk to them about.
• Prospects that fail to purchase are fed back into the pipeline for continuous engagement.

At the center of this process is Manticore Technology, a leading SAAS demand generation platform.

Watch a quick online demo to learn how Manticore Technology can revolutionize your sales and marketing programs.