Having worked with a wide range of clients across different types of businesses, industries, and sizes I have observed that the majority are constantly challenged with intentionally generating demand for their products and services. In most cases this is a result of an outdated or even complete lack of a systemic approach to the market. Although they almost always have the traditional business functions of sales, marketing, and in some cases branding, they operate fairly independently from each other.
To win in today’s market it is critical that these functions work together in concert to produce the highest rate of return on spending within each discipline. The orchestration of sales, marketing, and branding as one cohesive unit is commonly referred to as Demand Generation Systems. Creating and implementing a demand generation system can be a very enlightening process for any organization. It forces you to perform a current and honest assessment of:
- Your products and services
- The markets you participate in
- Your competition
- Your target audiences
Taking these steps will help you understand what it takes to succeed. To assist with this initial assessment SDI has created a tool called the Demand Generation Radar. This simple tool allows you to rate your organization in the 15 key areas that contribute to generating demand in the marketplace. Please take a moment to submit the short form on the right hand side of this page to download and complete the tool for your organization.
Knowing where you are starting from can help to prioritize the areas to innovate first, and those innovations in turn will lead to intentional growth. After all, wouldn’t you like to be able to plan for growth rather than just hoping for the right circumstances?
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