Nearly 10 years ago, I began implementing my first marketing automation platform (MAP). At that time I had no experience in MAPs and therefore no idea that it would kick off a whole new perspective about what demand creation is – bringing together people, processes and technology with a disciplined methodology that puts marketing right in the critical path of revenue. The era of the science of marketing had begun.
Fast forward 10 years, and the mystery that surrounded demand creation at that time seems like it’s all but gone. Many marketers have implemented demand creation technology and processes in multiple companies. It’s easy at this point to think “We’re good – our MAP is up and integrated with our SFA, we’ve got drip nurture programs, visibility into our Demand Waterfall® and a decent Web site.” But when I hear comments like that, I can’t help but think of Intel’s Andy Grove, who famously said: “Success breeds complacency; complacency breeds failure.”
For those who are not complacent, here are five areas of demand creation research areas that SiriusDecisions is leading that should make your “what’s next” or “future picture” list:
Demand creation best practices are refreshing every year as new technology, regulations and buyer behaviors emerge. So if you’re thinking “We’re done” – it may be time to think again.
Discover five planning assumptions that will impact demand marketing leaders in 2017. Download SiriusDecisions' 2017 Demand Creation Planning Assumptions Guide.
Monica Behncke is Vice President and Group Director of Demand Creation Strategies at SiriusDecisions. She has more than 20 years’ experience in global positions across marketing disciplines ranging from product marketing to field marketing. Follow Monica on Twitter @mbbaustin