Download the Demand Creation Planning Template at http://www.fourquadrant.com/product/demand-creation-planning-template/ The Demand Creation Planning Template is designed for Marketeer's to build a go-to-market plan to generate pipeline for Sales. The scope of the template spans creating demand creation strategy to tactical execution. Specifically, the go-to-market template walks through the key components of a plan, provides graphics to communicate each concept and includes examples or text placeholders. Downloading the PowerPoint template provides a framework for a demand creation plan that will be comprehensive, integrated and graphically compelling. Download go to market planning templates at http://www.fourquadrant.com/products/

1. Demand Creation Planning
This SlideShare presentation includes 10 of the 29 slides
available in the Demand Creation Planning Template.
Download the complete template at:
www.vpmarketingondemand.com/templates

2. Outline
1 Estimating the Market
2 Demand Creation Plan Overview
3 How do You Make Your Number
4 Terminology, Roles, Lead Model & Assumptions
5 Customer Acquisition process
Integrated Team, Planning Framework & Timeline
6
7 Targets & Target Account Profile
8 Messaging
How Marketing Supports Sales
9
10 GTM Summary for Demand Creation

3. The Demand Creation Process
SOLUTION
Define the solution and compelling
messaging going to market.
REVERSE ENGINEER BOOKINGS
Decompose bookings to calculate the number of
MARKET SIZING responses, MQLs and SQLs required to build the necessary
Defining the addressable and served pipeline.
markets.
DEMNAD CREATION
STRATEGY
METRICS Develop the chase, come, community
Measure all steps and incorporate feedback and / or co-create approaches.
for optimization.
Demand
INTERGATED PLAN
SALES TOOLS
Creation Align all Marketing resources to
support the initiative in a
Providing the right sales tools to the Sales Reps at
the right time and in the right format.
Process comprehensive, logical and sustained
manner.
DATABASE
DEMAND MANAGEMENT Build a list of targeted companies.
10 touch follow-up methodology.
AUTOMATION CONTACTS
Create, buy and rent contact information for
SFA, lead scoring and lead nurturing.
desired title and roles.
OFFERS
Create compelling offers that are relevant for
buyers, with respect for the buying cycle.

4. Demand Creation Plan Overview
OBJECTIVE License Revenue $XXM FY’XX
New Business Increase SOW
G9K, SMB, OEM Top 10, Named Accounts
STRATEGY
• Database • Evangelism
• Behavioral • Account Intelligence
• Scoring & Incubation • OPCIO Relationships
Replacement:
 Brokerage Firms
 Insurance
MARKET New:
SEGMENTS
 Business banking: SMB, cash management, retirement/treasury
 Investments management: Wealth management, prime brokerage, asset management
 Transaction services: Merchant services, commercial cards, other wholesale services

5. How Do You Make Your Number
Bookings Decomposition
# of Rev New Customer
Accounts New Target Coverage Universe Account Based Acquisition
Known and
Internal & external
Top 10 10-15 B, C $13 M Direct sales defined
evangelism
accounts
Known and
Named Internal & external
50 - 60 B, C $11.5 M Direct sales defined
Accounts evangelism
accounts
Trends &
issues, pains, compellin
Inside sales g events, org Build DB, target account
F2000 (prospecting) G9K, >$ charts, business profile, messaging
400 - 500 A $6M
Direct sales 1B, FSS goals, relationship, train framework, stimulants, follo
(closing) (NAIC) ing (D&P) w-up
SMB 500 -1000 A, B, C $ 3.5 M Partners G9K > = $ 1B Partner marketing
Inside sales Tier 1: rev’s > $ Build DB, target account
60 E $ 3.3 M (prospecting) 20 M, < = $ 50 profile, messaging
OEM Direct sales M, security, ap framework, stimulants, fo
(closing) pliance llow-up
Known and
OEM 150 F, G $ 7.8 M Direct sales defined Renewals & royalties
accounts

6. Reverse Engineering The Numbers
Responses MQLs SQLs
2,235 SMB $ 1.3 M
25 @ $ 50K
498
125
North F2000 $ 7M
2,400 480 120 Closed
America 20 @ $ 350K
Won
$ 13M
263
480 OEM $5M
50 @ $ 100K
4,950
Integrated Programs
Database OPCIO
• Vertical analysts
• Verticals • Web 2.0 / RIA – Tapscot
• Webcast
• Companies • Web 2.0 / RIA – O’Reilly
• Social media
• S,P,C • Web 2.0 / RIA – UI
• White Papers
• Contact info • VITO events
• Downloads/Trials
• Clean • Field marketing
• Speaking Opp’s
Scoring , Nurturing, Reverse look-up, Analytics, Metrics

7. Sales & Marketing Pipeline
Suspect Database
200,000 50 contacts per 4,000 Co's
Fits the target profile
Responses
5,400 2.7%
Response based on a Sales or Marketing program
Marketing Qualified Lead
1782 33.0%
Leads that have met agreed to (Sales & Marketing) criteria
Sales Qualified Lead
446 25.0%
MQLs that have been accepted by sales and are active in the sales process
Closed Deals
134 30.0%
SQLs that have moved through the sales process and have closed
ASP $55,000
Revenue $7,350,750

8. CHASE
 Database development
 Account Intelligence
 Digital assets
 Social media
 Sales calls
 Incubation
 Interactive email
 Appointment setting
CAUGHT CO-CREATE


Website tracking
Reverse look-up
Demand 

Partner Marketing
Influencers


Digital assets
Incubation Creation 

Analysts
Peers
 Interactive email  Authors
 Account intelligence Strategy 

Academia
Thought Leaders
COME
 Social media
 Content
 Endorsements
 Credentialism
 Birds of a feather
 Starburst

9. ELEMENTS OF A CAMPAIGN
Proof Vehicles
Suspects/
Prospects  References  Social Media
 Success Stories  Email, Dmail
 SFA  3rd Validation  TeleQualification
 Hoovers  Credentialism  Webinars, Seminars
 iProfile  SEO, SEM
 Social Media  Events
Sales Tools
Value Prop
 B2E  PPTs
 B2C  Scripts
 industry
Campaign  White Papers
 IT  Industry Metrics
 LOB  ROI Calculator
 Strategic  Presentations
 Functional  Demos
 RFP Response
Offers
Waves
Follow-up
Follow-up
 Blogs
• Trends
 White Papers  10 Touch
• Issues
 Webcast  Scripts
• Hot buttons
 Events  Emails
• Competitive
 Research Notes  Phone Calls
 Thought Leadership  Nurture Paths
 Starburst

10. Integrated Planning Framework
*Branding Rich Information Applications
*Awareness Rich Information Applications, Without Limits (loyalty & productivity)
Target Audience Product Managers, IT
Thought Leadership/Domain Expert in: CSS/FS, RIA, User Interface
*PR/Media
Best Practices, DeMystifying, G500 Success Stories in Web 2.0/RIA
Buyer Mode Educate Internalize Mobilize
What is it How do you use it What do you get
Why do you need it
Flash Demo Case Study ROI/TEI
Content White Paper References Benchmarks
Collateral Market/Tech Primer Customer Reference
Presentations
Website Social Media Telephone
PR/AR PR/AR WebEx Demo
Social Media Website Face to Face Meetings
Demand Webcast Podcast Other People’s Intro’s
Creation User Groups eNewsletter
Vehicles Seminars Syndication
Field Mktg/Events Google PPC
OPCIO OPCIO

11. Content Throughout The Funnel
TACTICS AND PROGRAMS
• Market identification
• Companies selected
• Titles selected
Database Contact information • Contact information built
• Process established
• System established
• DC vehicle
Expression of interest • Web behavior
Lead • Lead or account score
• Size of company
• Right industry
Meets agreed upon criteria • Right title or role
Qualified Leads • Right expression of interest
• Budget
• Authority
Qualified Opp Ready, Willing & Able • Need
• Timeframe
• Technical due diligence
• Proposal delivered
Forecast Bookings is Forecasted • Short listed
• Selected
• In legal review
Making the selection • Contract signed
Won • Contract received

12. Next Steps
This SlideShare presentation includes 10 of the 29 slides
available in the Demand Creation Planning Template
To view all 29 slides, and other go-to-market planning
templates for demand management, websites, social
media, investor/board presentations, go -to-market
planning and messaging, please visit
www.vpmarketingondemand.com/templates