Every high-performance Demand Factory has four key areas “ACME” – Acquire, Convert, Measure, Expand
The Demand Factory: Marketing Automation, Operationalized
This is your opportunity to transform into a modern marketing powerhouse for driving revenue.
Given the transformation taking place in marketing today, we sought to create an explanatory metaphor that the marketing community can embrace and share with their executives and stakeholders to show where these investments and efforts are leading.
That’s why we created The Demand Factory – to establish a vocabulary and framework for bringing together your initiatives in a synchronized manner. An enduring, reliable Demand Factory – under your marketing leadership – brings together marketing, sales, process, and systems to attract new prospects, create sales opportunities, and build customer loyalty.
The name of your Demand Factory is ACME. It’s not just a clever name, but it means something. It means everything.
The 4 Areas of the Demand Factory: ACME
Although no marketing organization has all of the exact same challenges and priorities, virtually every high-performance Demand Factory consists of four “ACME” areas which stand for the four core disciplines of high performance marketing – Acquire, Convert, Measure, Expand:
- Acquire – The ability to accurately target and source new prospects for your products and services, maintaining a steady stream of new leads into the top of the funnel.
- Convert – The ability to score and nurture prospects with the right messaging given their needs, desires, and stage in the buying process, whether they are collaborating with and being qualified by either your sales or marketing teams.
- Measure – Understanding the impact of your marketing efforts on the flow of prospects from campaign to close to advocate and using that information to accurately plan for the future.
- Expand – The ability to drive additional value from your customers and grow a substantial base of advocates to assist your company with attracting and acquiring new prospects.
With these four areas well established and operationalized, your marketing organization transforms from the campaign de jour approach to a high-performance Demand Factory that maximizes the value of every touch with prospects and customers.
The Six Floors of Your Demand Factory
Your Demand Factory is only as good as its systems, people, and processes. We like to envision the Demand Factory as having six separate “floors” representing the right people, data, systems, technology and resources – which we both support and supplement. We help you build and operate your Demand Factory.
- People – Do you have the right team and resources? Visualize your people on an accountability chart – a heat map that identifies where you need resources. Pay special attention to key roles and realize that all of the departments within your organization are connected to each other and your marketing department.
- Programs – Take an omnichannel approach to programs, such as email, events, mobile, digital, social and then take advantage of the best tools and technologies to amplify your message to the right target accounts and contacts.
- Process – Strong processes help you capture inquiries, create qualified leads, generate opportunities, and engage with customers. Your Demand Factory should operationalize your demand funnel through lead scoring, lead nurturing, sales alignment, and more.
- Data – Your Demand Factory produces and stores lots of data. The trick is to use it to gain actionable insights, so you must become exceptional at managing it. Our data architects help you gain the insights you need to make correlations between programs and results.
- Reporting – Reporting is a management tool to uncover which processes and programs are working and which are not. We help you uncover the four “Cs”: What counts? Can you count on it? Can you calculate it? Can you communicate it through dashboards?
- Technology – With thousands of demand-generation tools on the market, it’s often tempting to get impressed by a shiny new toy. We can help you determine how it will be used, how to integrate it, and how to get results from it.