demand metric executive marketing advisory membership

Demand Metric Research Corp. Executive Marketing Advisory Membership

© 2013 Demand Metric Research Corporation. All Rights Reserved.

Overview

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Why Demand Metric?

How We Can Help You

Our Research Directors 39 Membership Options

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Annual Research Plan

Research Archives

AGENDA

26 Executive Advisory Council 41 Recommended Solution

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Why Demand Metric? Our Core Beliefs and Mission

Demand Metric: Executive Marketing Advisory Membership

"We founded Demand Metric to give marketers the tools, information and expertise they need to rapidly deliver and demonstrate value. The marketing profession has been turned upside down in the past ten years, and now more than ever leaders need to prove value, implement and manage complex technology, and adapt to change in a world where buyers control more of the sales process than ever before.” - Jesse Hopps, Founder & CEO

WHY DEMAND METRIC

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Demand Metric is a global marketing research & advisory firm serving a membership community of over 35,000 marketing professionals, CEOs, and business owners with advisory services, custom research & benchmarking reports, vendor studies, consulting methodologies, training, and a library of 500+ tools and templates. Using Demand Metric resources, members complete projects faster and with greater confidence, boosting respect for the marketing team and making it easier to justify needed resources. Our 1,000+ clients range from start-ups to members of the Global 1,000. Demand Metric members leverage the following resources:

§  Research – 100+ How-To Guides, Best Practices Reports, Benchmark Reports, Vendor Landscapes and Infographics. §  Practical Tools – 500+ Analytical Tools, Premium-Quality Templates, Assessments, Checklists, Business Cases, Evaluations, etc.

§  Training – DM University offers 40+ Training Courses and eWorkshops in a Learning Management System (LMS) environment. §  Community – 35,000 member online community for networking, discussions, and advice. Over 1,000 corporate clients.

§  Analyst Inquiry – expert advice from our Research Directors and Senior Analyst Network of industry practitioners.

§  Executive Council – peer-to-peer executive roundtables and benchmarking programs.

ABOUT DEMAND METRIC

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Our Clients – Partial List of our 1,000+ Corporate Clients

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How We Can Help You Maturity Model & Research Practices


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COMMON CHALLENGES FOR OUR MEMBERS

§  Is it an annual battle to get the minimum budget and resources you need to perform effectively?

§  Is Marketing viewed as a strategic function that drives the organization, or perceived as a sales support group?

§  Does Marketing have a seat at the boardroom table to help shape the future direction for the organization? §  Are you able to connect Marketing activities and programs to revenue results accurately? §  Do you have the technology infrastructure you need to execute plans and measure Marketing’s contribution?

§  Do you have the opportunity to learn and implement modern marketing tools and techniques?


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TYPICAL ANALYST ADVISORY CALLS §  Positioning: get help understanding your market positioning and developing core messaging.

§  Vendor Selection: define your business requirements, short-list vendors and make the right decision.

§  Strategic Planning: become a proactive Marketing department operating from a strategic marketing plan.

§  Technology: implement and manage complex Marketing technology to automate core processes. §  Benchmarking: compare your operational effectiveness, budget & staffing against your peers. §  Organizational Structure: develop the skill sets needed for today’s modern Marketing department.

§  Demand Generation Strategy: learn how to keep the pipeline full of qualified sales leads.

§  New Media Tactics: get up to speed on best practices across social media, video, mobile, apps, etc.

§  Product Management: standardize and improve your go-to-market and product development processes.


Orientation: very reactive, operational, not strategic, no plan

Orientation: still reactive, some campaign planning, no strategic plan

Orientation: working from a strategic marketing plan and campaign plans

Orientation: marketing plan aligned with and drives business planning

Leadership: no senior leadership in Marketing, possibly a Manager

Leadership: Director of Marketing, with Project or Program Managers

Leadership: VP, Director of Marketing, Program Managers

Leadership: CMO, VPs, Directors, Managers and Program Managers

Staffing: informal roles & responsibilities, no job descriptions

Staffing: basic job descriptions in place but rarely updated

Staffing: job descriptions & performance reviews done regularly

Staffing: CMO compensation tied to revenue & marketing performance

Budget: no budget exists, spending is Ad Hoc

Budget: a small budget exists for items such as trade shows, etc.

Budget: a budget exists and business cases are created to justify spend

Budget: budgeting is connected to revenue growth targets

Processes: no processes, activities done ad hoc, reactive in nature

Processes: activities are repeatable and some processes are defined

Processes: all processes are defined and some measurement in place

Processes: all processes are defined, measured, managed, and optimized

Systems: minimal marketing technology in place

Systems: legacy customer database or CRM system, email marketing

Systems: CRM, marketing automation, with some integration.

Systems: all systems fully integrated, analytics & business intelligence

Metrics: no metrics or a focus on advertising: #impressions, #ads

Metrics: operational metrics such as open rates, click-thrus, registrations

Metrics: cost per lead (CPL), renewal rate %, #sales qualified leads created

Metrics: customer lifetime value (CLV), brand equity, cost to acquire, ROI

Executive Perspective of Marketing: cost-center, not a strategic function

Executive Perspective of Marketing: cost-center, sales support function

Executive Perspective of Marketing: cost-center, flashes of brilliance

Executive Perspective of Marketing: source of revenue, strategic function

World Class Marketing Organization Maturity Model

Level 1: Cost Center

Level 2: Revenue Neutral

Level 3: Revenue Contributor

Level 4: Profit Center

World Class Marketing Assessment

WORLD CLASS MARKETING ASSESSMENT

§  67 Point Diagnostic Self-Assessment Tool to Benchmark and Identify Areas for Improvement

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FLEXIBLE ENGAGEMENT MODEL

Consulting

On-Site Workshops

Analyst Advisory Services

Research, Tools & Templates


Research Practices

PRODUCT MANAGEMENT

Launch new products and services successfully. Key Concepts: §  Market Analysis

§  Product Development

§  Positioning & Pricing

§  Market Research

STRATEGY & MEASUREMENT

STRATEGIC COMMUNICATIONS

Optimize multi-channel marketing communications. Key Concepts: §  Social Media & PR

§  Content Marketing

§  Digital/Online/Mobile

§  Video Marketing

DEMAND GENERATION

Generate a steady flow of qualified leads. Key Concepts: §  Marketing Automation

§  Inbound Marketing

§  Tradeshows & Events

§  Advertising

SALES ENABLEMENT

Equip Sales with tools, training and systems. Key Concepts: §  Sales Playbooks

§  Channel Partnership

§  Social Selling

§  CRM Platforms

CUSTOMER EXPERIENCE

Drive customer satisfaction, loyalty and retention. Key Concepts: §  Voice of Customer

§  Journey Maps

§  Customer-Centricity

§  Personalization

Be accountable for marketing spend and contribution to the opportunity pipeline and attainment of revenue goals. Key concepts: business alignment, branding, positioning, marketing strategy, budgeting, goal-setting, prioritization, analytics, and dashboards.

SYSTEMS & TECHNOLOGY

STAFFING & MANAGEMENT

Build an integrated marketing & sales platform for managing and reporting on key business data. Key technologies: CRM, Marketing Automation, Marketing Resource Management, Social Media/PR, Online Communities, Customer Support, Content Management.

Train your team and manage workflows more effectively. Key concepts: agile marketing, project management, agency relations, training courses, workshops, policies, job descriptions, performance management.

Our Senior Analyst Network is a business model that lets you interact with principals running successful consulting businesses or executives in world-class marketing organizations. They provide unbiased, objective advice to you in return for a chance to earn your business if there is a services opportunity. This results in lower overhead and operating expense for us, and savings for you.

100+ How-To Guides

500+ Tools & Templates

Benchmark Reports

DM University Training

Infographics

Case Studies

eWorkshops

World-Class Marketing Assessment

DM University Research & Training

Value Roadmap

Research Associate

Chief Analyst

VP Research

Customer Success Manager

Demand Metric Account Team

Strategy & Measurement

Systems & Technology

Staffing & Management

Product Management

Strategic Communications

Demand Generation

Sales Enablement

Customer Experience

CMO Dream Team of Research Directors

Marketing Analytics

Senior Analyst Network Experts

Digital Marketing

CRM Platforms

Video Marketing

Marketing Automation

Email Marketing

Branding Strategy

Advertising & Media Buying

Market Research

Product Development

Loyalty & Retention

Strategy & Measurement

Lifecycle Marketing

Sales & Marketing Alignment

Project Management

CMO/VP Marketing

Director, Demand Gen

Director, Product Mgmt.

Director, Communications

Marketing Program Managers

Product Managers

Marketing Coordinator

Your Internal Marketing Team

Account Coordinator

Solution Overview – Empowering Your Team with Resources

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Our Research Directors Add These 10 CMOs to Your Team


Jerry Rackley, Chief Analyst Jerry has worked in Marketing for over 30 years at companies such as IBM, Esker Software and Stillwater National Bank. Jerry is also an Adjunct Faculty Member at Oklahoma State University where he teaches courses in Marketing. Jerry is an expert in Product Management, Public Relations, Positioning, and Market Research and leads all of Demand Metric’s primary research studies. A speaker in high demand, Jerry regularly speaks at industry conferences and webinars with our partners. Jerry has a BS in Computer Science from Oklahoma State University.

16 © 2013 Demand Metric Research Corporation. All Rights Reserved.

RESEARCH DIRECTORS & ANALYSTS


Clare Price, Research Director – Strategic Communications Clare is an expert in marketing strategy, branding, strategic communications, sales enablement, social media marketing, content marketing and leveraging marketing technologies. Clare is a former Research Director at Gartner Group and helped build their Internet Strategies Services with clients such as Microsoft, IBM, HP, Cisco, Proctor & Gamble and Wells Fargo. Her specialties include: brand strategy, brand development, customer acquisition and relationship development, content and digital marketing strategy and social media marketing. Clare has a BA in Journalism from the University of California, Berkeley.




Debbie Qaqish, Research Director – Strategy & Measurement Debbie Qaqish is a nationally recognized speaker, thought leader and innovator in the demand generation field, with more than 30 years of experience applying strategy, technology and process to help B2B companies drive revenue growth. Debbie was voted #10 in SLMA’s Top 50 Most Influential in Sales Lead Management in 2011. She also coined the term ‘Revenue Marketing’ and built Revenue Marketing University. Her team has overseen over 1,000 marketing automation implementations, in companies such as Citrix, Ariba, Dun & Bradstreet, Cleveland Cavaliers, QlikView, and Equifax. Debbie has been at the forefront of the marketing automation phenomenon, first as a beneficiary, and now as an advocate and expert. She is a frequent speaker and writer on topics related to driving revenue through demand generation techniques, marketing automation technologies and the integration of sales and marketing. Debbie is working on her Doctors of Business Administration and has a BA from Auburn University.




David Raab, Research Director – Systems & Technology David advises major consumer and business marketers on marketing processes, technology and service vendors. Clients have included Allstate Insurance, Amtrak, Blue Cross/Blue Shield, CIGNA Health Care, CitiCorp, Comcast, First Union Bank, The Gap, IBM, JC Penney, Lowe's, Scholastic Inc., Unisys, Sprint, Verizon Wireless, and Williams-Sonoma. Typical projects involve marketing process analysis, needs definition, vendor selection and customer management system deployment. David has written hundreds of articles on marketing technology for publications including Information Management, DM Review, DM News, Relationship Marketing Report, Bank Marketing, Target Marketing, and The Journal of Database Marketing. He is the author of Marketing Performance Measurement Toolkit (Racom Books, 2009) and the B2B Marketing Automation Vendor Selection Tool. David has an MBA from Harvard Business School.




Eric Albertson, Research Director – Demand Generation Eric has been a marketing and sales executive for 30 years and has consulted for companies like Dell, Microsoft, EMC, Compaq, Hewlett-Packard, Intel, Toshiba and American Express. He’s also mentored many small companies that now boast similar profitability, if not equal name recognition. An expert in Demand Generation, Eric has implemented Marketing Automation & CRM systems and built out Content Marketing programs for many large enterprises and small businesses. Eric has a BS in Marketing from the University of Oregon.




Craig Nelson, Research Director – Sales Enablement Craig is a seasoned professional with more than 25 years of experience in the software industry. Craig has held a variety of leadership roles and has been instrumental in the growth of several startup companies that became successful public software companies. Craig and his team have overseen over 150 sales enablement deployments. Craig co-founded iCentera in 2003 with the mission to help companies generate profitable revenue. Today the iCentera solution, delivered as a service over the internet, provides a sales enablement platform to the commercial market. iCentera has over 250,000 subscribers and in 2011 became part of CallidusCloud, a public software company focused on a broad range of sales performance and effectiveness solutions with a global presence in over 132 countries. Craig has a BS in Computer Science from Minnesota State University.




Charles Gold, Research Director – Product Management Charles has over 20 years experience in Marketing leadership positions and served as CMO or VP Marketing for Sonatype, DataDirect Technologies, Progress Software, Appfluent Technology and Director of Product Marketing at Red Hat. Charles’ skills and experience span: product marketing, product management, positioning, business planning, web marketing, lead generation & field marketing, sales readiness, PR & analyst relations, social media, marketing metrics & measurement. Charles has an MBA from Wake Forest University and a BA Economics from University of Virginia.




Diane Magers, Research Director – Customer Experience Diane has over 25 years of experience as an accomplished senior customer experience, sales and marketing executive with diverse and exceptional leadership skills. Her strengths include designing and launching services and solutions based on enterprise, customer and associate needs through various market channels. Diane is speaking at Customer Experience industry events and consulting with companies to support and educate them as they build or enhance their customer experience practices. Diane has a MS in Clinical Psychology, and an MBA from the University of Phoenix.




Stephan Sorger, Honorary Research Director – Marketing Analytics Stephan is the “Analytics Ambassador”, and has written a 500 page book “Marketing Analytics: Strategic Models and Metrics”. He serves as a VP Strategic Marketing for On-Demand Advisors and is an Adjunct Faculty Member at the University of San Francisco, UC Berkeley Extension teaching courses in Marketing Analytics and New Product Development. Stephan has held senior Marketing leadership positions at NASA, SAP, Oracle, 3Com, and Selectica. Stephan has an MBA and MS in Electrical Engineering from USC.



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Danny Brown, Associate Senior Analyst – Social Media & Influence Marketing Danny works with organizations like RIM, Yahoo, IBM, LG Electronics, Ford British Telecom, and Microsoft to help them with digital marketing programs and optimizing social media strategies and technology platforms. Danny was the lead social strategist on the BlackBerry 9700 campaign for the US. He also runs the #1 Marketing blog in the world according to HubSpot’s Hot 100 marketing blog list. Danny is the co-author of “Influence Marketing”, which has been recognized as one of the Top 100 Business Books in America by Neilsen BookScan. Danny has also spoken at TEDx. Danny has his Honours in English from the University of Edinburgh.



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Executive Advisory Council Roundtables for Marketing Leaders

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EXECUTIVE ADVISORY COUNCIL - OVERVIEW

Peer-to-Peer Exchanges for Marketing Leaders

§  Executive Roundtables – bring your top challenges to the table and get advice from 20+ Marketing executives.

§  Share Best Practices – learn what is working and what is

not from our council members and expert speakers.

§  Convenient to Attend – our quarterly council meetings are virtual conferences so you can attend with ease.

§  Shape Direction of Demand Metric – we listen to our council’s advice for product development and corporate strategy – weigh in on the future of our membership.

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Executive Advisory Council Members

Jeanne Hopkins, CMO Continuum

Dyke Hensen, SVP Marketing Vree Health

Lisa Glispy, Dir. Marketing Stanley Black & Decker

Sandra Bell, CMO First American

Doug Curtis, VP Marketing Dometic Marine

Cecille Reilly, Director NetApp

Andrew Green, Director Life Technologies

Robin Caputo, CMO Datavail

Mark Daniels, VP Marketing Sika China

Suzanne Carawan, CMO HighRoad Solution

Joe Brooks, VP Marketing Burns & McDonnell

Ed Harnish, VP Marketing GFI Software

Ken Falkowitz, SVP Kimble Chase

Bonnie Bird, Dir. Marketing Ciber

Christine Marks, Director PCLS

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Annual Research Plan Resources Your Team Can Access

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ANNUAL RESEARCH PLAN

Benchmark Study Reports – 24 New Studies

§  Primary Research – 300-700 study participants §  Benchmarking – compare your company with your peers

§  In-Depth Analysis – 20+ page reports to share findings

§  Best Practices – insights from ‘world-class organizations”

§  Charts & Graphs – 10-20 charts to visualize study results.

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Best Practices Reports – 24 New In-Depth Reports

§  Research – 80+ Hours of Primary & Secondary Research §  Expert Interviews – insights from industry thought-leaders

§  Implementation Advice – 10-40 pages of practical advice

§  Best Practices – insights from ‘world-class organizations”

§  Case Studies – real-world examples from our members


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How-To Guides – 48 New Concise Guides

§  Hot Topics – stay current on trends in Marketing §  Executive Summary Format – quick to read (3-10 pages) §  Action Plans – link to tools, templates & resources §  Thought Leadership – written by industry experts

§  Practical Unbiased Advice – make smarter, faster decisions


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Consulting Methodologies & Tool-Kits – 12 New

§  Step-by-Step – same processes & tools consultants use §  Tools & Templates – 20+ tools per methodology & tool-kit §  Frameworks – provide thought models and diagrams §  Maturity Model – show the path to ‘optimized’ processes

§  Do-it-Yourself – minimize need for external consultants


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Training Courses – 24 New Online Video Courses

§  On-Demand – learn conveniently from your desktop §  LMS – learning management system to monitor progress §  Knowledge Checks – brief exams to reinforce learning §  Tools & Templates – linked to each module

§  Certification – get certificates of completion


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Training eWorkshops – 36 New eWorkshops

§  Participate – engage with the instructor and participants §  Action-Oriented – aligned with our tools & resources §  Practical – focused on how to implement in real-world §  Expert Instructors – facilitated by our Research Directors

§  On-Demand – view in our LMS if you can’t attend


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Marketing Infographics – 12 New Infographics

§  Data-Driven – based on multiple data sources & stats §  Visual – great format for visual learning styles §  Quick to Scan – review in less than 5 minutes §  Shareable – post on your blog or share with colleagues

§  Well Designed – high-end professional graphic design


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RESEARCH ARCHIVES: 2006-2013 Quantity Resource Type

546 Premium Templates & Analytical Tools

103 How-To Guides

46 Assessments

43 eWorkshops

25 Consulting Methodologies

10 Benchmark Study Reports

8 Training Courses

6 Marketing Infograhics

750+ Total Demand Metric Resources

OUR COMMITMENT TO OUR MEMBERS

“To provide marketing executives with affordable and unbiased advisory services and tools to help them prove their value and develop their team.” §  We re-invest membership

fees back into the offering §  Over $3MM invested into

Research since 2006

§  $100K per month invested in Research, Community, and Product Development


demand metric executive marketing advisory membership

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