In my previous blog post, “Demand Centers: The Financial Benefits (Part One),” I shared some of the financial benefits that organizations can gain from adopting a demand center strategy. 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, resulting in increased pipeline generation and improved ROI.
The ability to better leverage assets and processes, however, also yields strong non-financial benefits. Our recent European Demand Creation Study, which surveyed more than 470 marketing leaders across six countries, examined the demand creation practices of organizations that have demand centers vs. those that don’t. The results offer insights into the programmatic, process-oriented and functional changes that can help marketing leaders transform their organizations in 2017:
These survey findings paint a clear picture. The presence of a demand center can have a significant impact on the marketing function, helping it become more efficient and adopt more productive approaches that support long-term growth. The four proof points we examined are just the benefits we see today, but longer-term benefits may also be linked to demand centers.
Many marketing leaders have told us anecdotally that they see the demand center as the perfect place to test out new ideas in a controlled way. Pilots championed by demand centers help these organizations gain a better understanding of a new idea’s cost vs. benefit equation before larger-scale investment is made. While the benefits of this approach may not be visible immediately, insight gained through these pilots acts as a catalyst for exponential productivity improvements, allowing these marketing organizations to further widen the gap with peers.
As you plan for 2017, consider your current marketing organization. Could it use a performance boost? If so, perhaps it’s time to take a fresh look at implementing a demand center.
For more information on demand centers, take a look at our blog post on regional demand centers: “For a Healthy Demand Creation Function – Check Your Balance.”
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.