Today’s business environment is difficult at best — margins are decreasing, competition is increasing and the complexity and cost of marketing and sales initiatives are growing. To overcome these challenges, marketers must broaden the role of demand generation to expand and focus more on the overall management of opportunities.
Key elements in a successful demand management program include; qualification, prioritization, personalization, treatment determination and fulfillment. Without these components, marketers compromise the impact of demand generation programs and lose the opportunity to fully leverage a convergence of customer and prospect data to positively affect business results.
A key challenge marketers must overcome is keeping pace with the ever-changing expectations of customers and prospects amid usage of new channels and technologies. Business processes and systems need to provide constant, accurate and automated information about the opportunities that are generated. Furthermore, these systems and tools need to converge so that the changing needs and desires of customers can be logged, responded to in an appropriate timely fashion and with the right information at the right time to facilitate a response.
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