Let’s start with a few statistics. First, 68% of B2B companies struggle to generate actionable leads [Lattice Engine/CSO Insight study].
I use the word “actionable” because anyone tasked with lead-generation can supply a ‘quantity’ of leads. But the ‘quality’ of the process determines how actionable the results are.
That is why you are hearing more and more about “Demand Generation” as a critical process that far surpasses what ‘lead-generation’ brings to the table.
For otherwise repetitive marketing functions, Marketing executives have benefited greatly from technology tools that allow them to streamline processes.
In fact the US Marketing Automation Software Industry is around $7 billion and growing at 20% annually – [SharpSpring, Inc.] MarTech has enabled companies to more efficiently execute omnichannel marketing plans.
"Outsourcing is increasingly becoming the common choice"
So, while effective automation tools exist for both Marketing and Sales, Demand Generation is far more process-oriented. Processes that overlap sales and marketing are less adaptable to automation technology.
“demand generation involves multiple areas of marketing and is really the marriage of marketing programs coupled with a structured sales process.” – Wikipedia
Outsourcing is increasingly becoming the common choice across Demand Generation disciplines. These processes consume more human resources, and require more finite skillsets.
Outsourcing Demand Generation gives companies access to a variety of resources and skillsets. Demand Generation-as-a-Service provides for a comprehensive, cost-effective, value-proposition.
"Informed decisions make the best decisions."
Demand Generation should be a strategic component to your revenue-growth initiatives. Whether it should be accomplished in-house or outsourced as-a-service is indicated by your responses to a few questions.
Do you have sufficiently trained, linearly-focused individuals, whose exclusive task it is to funnel 'fully-qualified' opportunities to your Sales closers?
If you are that well-resourced, are they able to produce enough opportunities to justify the cost of the infrastructure?
Do they have the proper data-mining skills and technology resources to maintain a well-researched universe of prospects in order to keep campaigns flowing?
Do your closers believe that they are receiving fully qualified, ‘actionable’ opportunities?
The goal is to maintain a healthy, productive pipeline that continues to stimulate revenue growth. Take the time to learn how Demand Generation-as-a-Service can optimize your Omnichannel strategy. Informed decisions make the best decisions.
-JF
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