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Demand Center Operating Model Project

Enabling scale and innovation in a complex marketing ecosystem.

Many B2B companies face similar challenges:

They are looking to overcome increasing process complexity as they grow

They struggle to leverage scarce specialist skills to benefit all marketing teams

As a result, they find it difficult to scale demand creation activities into new markets.

Whether a company is in high growth mode or is a complex multi-national organization, a demand center construct may be the best approach to addressing these challenges.

Reshape your demand generation operating model, guided by best practice demand creation approaches.

• Understand your organization's current capabilities and constraints

• Agree on the scope and functional responsibilities of demand center within your marketing ecosystem

• Activate steps to begin the business transformation

How will these changes impact your business?

Drive consistent, repeatable demand creation across multiple geographies and business units.

• Better leverage marketing resources and dollars

• Address changing skill requirements

• Improve Demand Waterfall® performance

• Enhance buyer and customer experiences – create a consistent voice throughout your marketing assets

• Consistently measure marketing contribution and performance and make more timely adjustments as needed

Take the steps needed to create a lasting impact on your team's productivity.

How does it work?

• Within this 3 to 6 month project, SiriusDecisions will:

   • Complete a current state assessment and identify the needs of the marketing organization

   • Interview key stakeholders across the marketing ecosystem to establish a priority list of required skills and responsibilities

   • Develop a demand center construct that addresses executional challenges and leverages company strengths

• Qualitative and quantitative data, including surveys and interviews, are used to help inform recommendations and develop an action plan customized to your organization

• Key stakeholders, such as the CMO and leaders from demand generation, corporate marketing, strategy and planning, marketing operations, field marketing and account-based marketing should be involved in the project

Key Takeaways

• Diagnosis of existing operational issues

• Competitive / peer benchmark insights

• Detailed project plan and prioritized action plan

• Recommended KPI Dashboard

• Periodic review and optimization sessions

• A roadmap for future advisory service inquiries to ensure ongoing support and success

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