Demand Orchestration Workbook



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2 © 2017 Integrate, Inc. | www.integrate.com
Table of Contents
3

|
Forward
4

|
Introduction
13

|
Demand Marketing Assessment Guide Overview
17

|
Demand Orchestration Workbook
18

|
Category 1:
Marketing Program Composition
27

|
Category 2:
Demand Marketing Data Sources
30

|
Category 3:
Data Integrity
33

|
Category 4:
Measurement, Optimization
& Forecasting
37

|
Appendix
David Crane is a Marketing Technology
Strategist at Integrate, working
with marketers to align systems and
processes for better performance and
measurement. He also helps guide the
company’s thought leadership and
writes regularly for the
Integrate blog
.
Follow David on Twitter

@davidfcrane
Written by:


3 © 2017 Integrate, Inc. | www.integrate.com
FOREWORD
Gone are the days when marketing can act, operate and report as if they are the Arts and Crafts department. And as funny as that sounds, the bar is far higher right now than you might imagine.
Your CEO expects you to embrace revenue responsibility, to prioritize buyer-centric marketing. That’s also table stakes now.
You’re expected to prioritize not marketing activities, not MQLs, and not even mere sales pipeline contribution. No, you’re expected to own sales.
You don’t manage sales anymore. You’re in the sales development business.
Buying processes are lengthening and increasing in complexity. The internal buying committee is getting bigger. The marketing mix required to navigate those complex waters is more sophisticated than ever.
Adding to this complexity, for most companies, the top of the funnel remains disconnected from sales, disconnected from the active buying process, not to mention key internal systems.
Modern marketing requires a level of orchestration, focus and discipline never seen before. That’s why tools like the Demand Marketing Assessment Guide and Orchestration Workbook are incredibly useful.
Use the following pages as your guide to make that process more manageable, less daunting and more profitable.
Onward.
Matt Heinz


Prolific author and nationally recognized, award-winning blogger, matt heinz is
Demand orchestration assessment guide and workbook
Measurement,
Demand orchestration
Demand marketing sophistication chart
Techprocess
Ann roskey senior associate, inverta
Why a demand orchestration workbook (cont.)
Expanding, unifying and
Get the complete
The demand marketing maturity model
Demand marketing maturity stages
Responsible for loading the top of
Program composition
Measurement, optimization and forecasting
Demand orchestration workbook categories
Providing a consistent customer experience with personalized
Worksheet b sample
Worksheet d sample
Worksheet f sample
Click to download
Worksheet hsample
Creating a customized
Worksheet i)••



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