I recently emailed a colleague about the Marketing Growth Consulting Demand Generation Assessment Service. We had discussed that things were going well for his marketers, but they weren’t scaling as the sales team expected. Sound familiar?
The colleague asked where I would dive in to help. Unfortunately, we only spoke at a high level, so I don’t know whether it’s the strategy, programs, or execution that’s to blame. All the suspects are known, but there are clues that must be uncovered, lined up, and put together to solve the puzzle.
Forensic Demand Generation
I have enjoyed reading mystery books lately, and the word forensics fits the plan below. Collect evidence. Assess, review, and analyze. Draw conclusions and report findings. Those are the basic steps for a murder investigation. Forensic Demand Generation!
I will start by methodically collecting evidence for my colleague’s growth challenge. Reviewing the GTM strategy, plan, execution, and operations will uncover clues to understanding the problem. I will assess and analyze those clues, comparing them to past demand generation crimes. Are there underperforming awareness campaigns lurking in the shadows? Are registration form field answers used once and discarded in the swamp behind headquarters? Are sales reps loading bad account data into the CRM like bags of stolen jewelry?
As I analyze the clues, criminal marketing programs will emerge. I’ll find suspects causing revenue stagnation. The clues will fit together, the puzzle will be solved, and by the end of the assessment, I’ll reveal the (growth) killer!
Demand Generation Assessment
- Targeting Strategy – TAM, ICP, and Personas
- KPIs, Measurement, and Goals
- Demand Generation Plan and Budget
- Organization, MarTech Stack, and Production Workflow
- Sales Funnel, Enablement, and Conversion
- Keyword Strategy, Content, and Inbound
- ABM Strategy, Goals, and Programs
- ABM Technology, Measurement, and Sales Alignment
- Top 10 and Bottom 10 Programs