Over the past five years, SiriusDecisions has helped many b-to-b organizations implement successful demand centers. Demand centers are central and/or regional hubs of shared marketing services, infrastructure and processes. Their adoption enables organizations to bring programs to market more effectively and efficiently by leveraging key corporate assets and best practices.
Of course, there are still naysayers out there who shake their heads and claim that demand centers are nothing more than an organizational fad with no quantifiable benefits. Some may even tell you that demand centers are dead. While it’s true that a demand center may not be right for every organization, there are clear benefits to those that do adopt the approach. Our recent European Demand Creation Study, which surveyed more than 470 marketing leaders across six countries, examined the effectiveness of organizations with demand centers vs. those without. The results were eye-opening:
These survey findings paint a clear picture. Across three critical financial measures – pipeline, ROI and budget – demand center–enabled organizations are significantly outperforming their peers, highlighting the value demand centers can provide. However, the four data points we examined here are just the financial benefits. In my next blog, I’ll explore the non-financial gains experienced by organizations that have implemented a demand center – marketing automation platform adoption, inbound vs. outbound mix, campaign content efficiency and use of teleprospecting. So, if the potential financial gains are not enough to convince you of the merits of a demand center, stay tuned!
To read more about how a demand center can help organizations increase pipeline contribution, take a look at our blog on NetApp EMEA – Program of the Year Award Winner at EMEA Summit 2016.
Isabel Montesdeoca is the Director of EMEA Research at SiriusDecisions. Isabel is an experienced European sales and marketing leader with an insatiable curiosity about how businesses can improve their b-to-b demand creation efforts. With more than 25 years of experience at companies both large and small in roles ranging from marketing and sales to product leadership, Isabel brings a unique perspective to the need for marketing, sales and product strategic alignment as an essential catalyst for business growth. Follow Isabel on Twitter @mimdeoca.