Demand Generation Maturity Model
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The document outlines a demand generation maturity model across four stages: undefined, progressive, mature, and world-class. It details the development of strategies, leadership roles, tools, budget, and metrics necessary for effective demand generation, highlighting the shift from lead generation to a comprehensive, strategically integrated approach. Each stage builds upon the previous one, emphasizing improved integration of platforms and the importance of metrics to measure success and ROI.
Demand Generation Maturity Model
- 1. Demand Generation Stage 1: Undefined Stage 2: Progressive Stage 3: Mature Stage 4: World-Class Orientation No defined strategy or process for Demand Generation; Prioritizes Sales over Marketing activities Defined strategy and processes for Demand Generation exist in the marketing organization as part of overall marketing strategy Defined strategy and processes exist for Demand Generation within the Enterprise as a key sales and revenue driver Defined, integrated strategy for Demand Generation exists across the Enterprise; Campaigns are tracked and measured by level of engagement and revenue impact Leadership No focused Demand Generation initiative; Focuses on Lead Generation rather than Demand Generation; Prioritizes Sales over Marketing Demand Generation initiative in place; A dedicated program and Campaign Managers for Demand Generation exist VP or Director of Demand Generation with budget, staff and resources exists; Long-term executive commitment Views Demand Generation as a strategic, core capability for building a Modern Marketing Center of Excellence (MMCoE); Strategies, processes and KPIs for Demand Gen are in place Tools & Platforms Development stage with point tools for Email, Content and Social Media Marketing; Organization uses paid search or PPC advertising; Utilizes basic SEO for website & landing page optimization Utilizes platforms that perform specific functions with coordinated tools, applications and workflows for email, content & SEO Key platforms (content, email, online event, SEO and advertising) have been implemented and are connected to each other as well as to CRM, Marketing Automation systems All Demand Generation platforms are integrated into a comprehensive Digital Marketing platform with tight integration to CRM, Marketing Automation and other Enterprise-level systems Demand Generation Relies on website landing pages with limited content targeting; No formal content, email or social campaign strategy exists; Organization uses paid search or PPC advertising and utilizes basic SEO; Focuses on traditional tradeshow marketing Demand Generation campaigns feed Lead Generation through a coordinated lead qualification process through email, traditional & online events, content, SEO and Online Advertising Convergence of content, social, mobile and video experiences to create full digital experiences for conversion and sales opportunities; Mature SEO processes are in place; A solid investment in Online Advertising and virtual events exists An integrated, Enterprise- wide Demand Generation platform with personalized & localized content has been implemented and is delivered via email, SEO, Online Advertising and Marketing Apps; Manages the success of Demand Gen by measuring and improving ROI Budget & Staff No budget allocated for Demand Generation; Staff is contracted or at the Coordinator level and is focused on Lead Generation Budget has been allocated for Demand Generation; Defined roles and responsibilities have also been established for Demand Gen A budget supported by a business case has been developed to justify project & program spending; Dedicated Demand Gen roles have been established and are key to the marketing team and overall strategy Demand Generation budget is connected to marketing goals; Organization is aligned for maximum impact of Demand Gen Metrics No formal measurements are in place or metrics are focused only on paid search and PPC leads Operational metrics to monitor and track performance of SEO, Online Advertising, Email and Content Marketing campaigns; Metrics may include email click-thrus, content views & downloads, keyword performance, # links & backlinks, etc. Organization uses dashboard metrics by each Demand Gen platform, including online events; Limited CRM & MA integration exists; Analytics may include lead scoring and qualification metrics, webinar views, average time spent in virtual environments, etc. Enterprise-wide dashboard with visual representation of user acquisition, scoring and engagement by behavior, experience, brand reach, etc.; Metrics may include campaign conversion & ROI, contribution to pipeline, prospect/customer level of engagement, etc. Demand Generation Maturity Model