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Building Use Cases for Implementing a Demand Generation Competency
Demand generation is the new required competency not just for the B2B marketer but for any company involved in selling B2B with a complex sales cycle. We define demand generation as the combined set of activities of both sales and marketing in creating qualified leads at the top of the funnel and then pulling opportunities through the sales funnel faster. Marketing automation (MA) is the suite of tools that is the infrastructure for building a measurable demand generation program. It is a broad and emerging category of software that, while it has a marketing moniker, has strong sales implications as well. Like many types of “new” software, it also creates major changes in key processes in multiple parts of the organization. Use Cases – “You don’t know what you don’t know!” The marketing department is typically the first to be introduced to marketing automation and it is their job to help the rest of the company see the value of this type of tool. Because marketing automation is not just about “marketing”, this is typically a huge challenge. Creating a new and shared vision for what can be with marketing automation is a monumental task for which many marketing departments are not prepared. Generic case studies only do part of the job of creating a compelling vision for how demand generation can help drive revenue for a company. Use Cases – your own custom case studies - paint a detailed and easily understood scenario for how demand generation will happen and what it will deliver - all based on the clients specific sales and marketing environment. This type of analysis requires an experienced analyst who understands all elements of sales, marketing and technology (MA systems) in order to knit it all together into a relevant set of Use Cases. The Use Case identifies areas of first focus for maximum revenue impact and which clearly demonstrate how the proposed ROI can and will be achieved. In addition, the Use Case is an excellent tool to help secure senior management understanding and buy-in to the program. It uses custom scenarios and language that help all key stakeholders see the vision for demand generation in the company and the role marketing automation plays.
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