Overview
Demand Metric Research Corp.
Executive Marketing Advisory Membership
© 2013 Demand Metric Research Corporation. All Rights Reserved.

AGENDA
3
Why Demand Metric?
29
Annual Research Plan
7
How We Can Help You
37
Research Archives
15
Our Research Directors
39
Membership Options
26
Executive Advisory Council
41
Recommended Solution

Demand Metric: Executive Marketing Advisory Membership
Why Demand Metric?
Our Core Beliefs and Mission
3

Demand Metric: Executive Marketing Advisory Membership
WHY DEMAND METRIC
"We founded Demand Metric to give marketers the tools, information and expertise they need
to rapidly deliver and demonstrate value.
The marketing profession has been turned upside down in the past ten years, and now more
than ever leaders need to prove value, implement and manage complex technology, and adapt
to change in a world where buyers control more of the sales process than ever before.”
- Jesse Hopps, Founder & CEO
4

Demand Metric: Executive Marketing Advisory Membership
ABOUT DEMAND METRIC
Demand Metric is a global marketing research & advisory firm serving a membership community of over 35,000 marketing professionals,
CEOs, and business owners with advisory services, custom research & benchmarking reports, vendor studies, consulting methodologies,
training, and a library of 500+ tools and templates.
Using Demand Metric resources, members complete projects faster and with greater confidence, boosting respect for the marketing team
and making it easier to justify needed resources. Our 1,000+ clients range from start-ups to members of the Global 1,000.
Demand Metric members leverage the following resources:
§ Research – 100+ How-To Guides, Best Practices Reports, Benchmark Reports, Vendor Landscapes and Infographics.
§ Practical Tools – 500+ Analytical Tools, Premium-Quality Templates, Assessments, Checklists, Business Cases, Evaluations, etc.
§ Training – DM University offers 40+ Training Courses and eWorkshops in a Learning Management System (LMS) environment.
§ Community – 35,000 member online community for networking, discussions, and advice. Over 1,000 corporate clients.
§ Analyst Inquiry – expert advice from our Research Directors and Senior Analyst Network of industry practitioners.
§ Executive Council – peer-to-peer executive roundtables and benchmarking programs.
5

Our Clients – Partial List of our 1,000+ Corporate Clients

Demand Metric: Executive Marketing Advisory Membership
How We Can Help You
Maturity Model & Research Practices
7

Demand Metric: Executive Marketing Advisory Membership
COMMON CHALLENGES FOR OUR MEMBERS
§ Is it an annual battle to get the minimum budget and resources you need to perform effectively?
§ Is Marketing viewed as a strategic function that drives the organization, or perceived as a sales support group?
§ Does Marketing have a seat at the boardroom table to help shape the future direction for the organization?
§ Are you able to connect Marketing activities and programs to revenue results accurately?
§ Do you have the technology infrastructure you need to execute plans and measure Marketing’s contribution?
§ Do you have the opportunity to learn and implement modern marketing tools and techniques?
8

Demand Metric: Executive Marketing Advisory Membership
TYPICAL ANALYST ADVISORY CALLS
§ Positioning: get help understanding your market positioning and developing core messaging.
§ Vendor Selection: define your business requirements, short-list vendors and make the right decision.
§ Strategic Planning: become a proactive Marketing department operating from a strategic marketing plan.
§ Technology: implement and manage complex Marketing technology to automate core processes.
§ Benchmarking: compare your operational effectiveness, budget & staffing against your peers.
§ Organizational Structure: develop the skill sets needed for today’s modern Marketing department.
§ Demand Generation Strategy: learn how to keep the pipeline full of qualified sales leads.
§ New Media Tactics: get up to speed on best practices across social media, video, mobile, apps, etc.
§ Product Management: standardize and improve your go-to-market and product development processes.
9

World Class Marketing Organization Maturity Model
Level 1:
Cost Center
Level 2:
Revenue Neutral
Level 3:
Revenue Contributor
Level 4:
Profit Center
Orientation: very reactive,
operational, not strategic, no plan
Orientation: still reactive, some
campaign planning, no strategic plan
Orientation: working from a strategic
marketing plan and campaign plans
Orientation: marketing plan aligned
with and drives business planning
Leadership: no senior leadership in
Marketing, possibly a Manager
Leadership: Director of Marketing,
with Project or Program Managers
Leadership: VP, Director of Marketing,
Program Managers
Leadership: CMO, VPs, Directors,
Managers and Program Managers
Staffing: informal roles &
responsibilities, no job descriptions
Staffing: basic job descriptions in
place but rarely updated
Staffing: job descriptions &
performance reviews done regularly
Staffing: CMO compensation tied to
revenue & marketing performance
Budget: no budget exists, spending
is Ad Hoc
Budget: a small budget exists for
items such as trade shows, etc.
Budget: a budget exists and business
cases are created to justify spend
Budget: budgeting is connected to
revenue growth targets
Processes: no processes, activities
done ad hoc, reactive in nature
Processes: activities are repeatable
and some processes are defined
Processes: all processes are defined
and some measurement in place
Processes: all processes are defined,
measured, managed, and optimized
Systems: minimal marketing
technology in place
Systems: legacy customer database
or CRM system, email marketing
Systems: CRM, marketing automation,
with some integration.
Systems: all systems fully integrated,
analytics & business intelligence
Metrics: no metrics or a focus on
advertising: #impressions, #ads
Metrics: operational metrics such as
open rates, click-thrus, registrations
Metrics: cost per lead (CPL), renewal
rate %, #sales qualified leads created
Metrics: customer lifetime value (CLV),
brand equity, cost to acquire, ROI
Executive Perspective of Marketing:
cost-center, not a strategic function
Executive Perspective of Marketing:
cost-center, sales support function
Executive Perspective of Marketing:
cost-center, flashes of brilliance
Executive Perspective of Marketing:
source of revenue, strategic function

World Class Marketing Assessment
WORLD CLASS MARKETING ASSESSMENT
§ 67 Point Diagnostic Self-Assessment Tool to Benchmark and Identify Areas for Improvement
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Demand Metric: Executive Marketing Advisory Membership
FLEXIBLE ENGAGEMENT MODEL
Consulting
On-Site Workshops
Analyst Advisory Services
Research, Tools & Templates

Research Practices
PRODUCT
MANAGEMENT
STRATEGIC
COMMUNICATIONS
DEMAND
GENERATION
SALES
ENABLEMENT
CUSTOMER
EXPERIENCE
Launch new products and
services successfully.
Optimize multi-channel
marketing communications.
Generate a steady flow of
qualified leads.
Equip Sales with tools,
training and systems.
Drive customer satisfaction,
loyalty and retention.
Key Concepts:
Key Concepts:
Key Concepts:
Key Concepts:
Key Concepts:
§ Market Analysis
§ Social Media & PR
§ Marketing Automation
§ Sales Playbooks
§ Voice of Customer
§ Product Development
§ Content Marketing
§ Inbound Marketing
§ Channel Partnership
§ Journey Maps
§ Positioning & Pricing
§ Digital/Online/Mobile
§ Tradeshows & Events
§ Social Selling
§ Customer-Centricity
§ Market Research
§ Video Marketing
§ Advertising
§ CRM Platforms
§ Personalization
STRATEGY &
MEASUREMENT
Be accountable for marketing spend and contribution to the opportunity pipeline and attainment of revenue goals. Key concepts: business
alignment, branding, positioning, marketing strategy, budgeting, goal-setting, prioritization, analytics, and dashboards.
SYSTEMS &
TECHNOLOGY
Build an integrated marketing & sales platform for managing and reporting on key business data. Key technologies: CRM, Marketing
Automation, Marketing Resource Management, Social Media/PR, Online Communities, Customer Support, Content Management.
STAFFING &
MANAGEMENT
Train your team and manage workflows more effectively. Key concepts: agile marketing, project management, agency relations, training
courses, workshops, policies, job descriptions, performance management.

Solution Overview – Empowering Your Team with Resources
Demand Metric
Account Team
Your Internal
Marketing Team
DM University
Research & Training
CMO Dream Team of
Research Directors
Research Associate
CMO/VP Marketing
100+ How-To Guides
Strategy & Measurement
Senior Analyst
Network Experts
Marketing Analytics
Digital Marketing
Chief Analyst
Director, Demand Gen
500+ Tools & Templates
Systems & Technology
VP Research
Director, Product Mgmt.
Benchmark Reports
Staffing & Management
CRM Platforms
Video Marketing
Marketing Automation
Customer Success
Manager
Director, Communications
DM University Training
Product Management
Account Coordinator
Marketing Program
Managers
Infographics
Strategic Communications
Product Managers
Case Studies
Demand Generation
Marketing Coordinator
eWorkshops
Sales Enablement
World-Class Marketing
Assessment
Customer Experience
Value Roadmap
Email Marketing
Branding Strategy
Advertising & Media Buying
Market Research
Product Development
Loyalty & Retention
Strategy & Measurement
Lifecycle Marketing
Sales & Marketing Alignment
Project Management

Demand Metric: Executive Marketing Advisory Membership
Our Research Directors
Add These 10 CMOs to Your Team
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Demand Metric: Executive Marketing Advisory Membership
RESEARCH DIRECTORS & ANALYSTS
Jerry Rackley, Chief Analyst
Jerry has worked in Marketing for over 30 years at companies such as IBM, Esker Software and Stillwater
National Bank. Jerry is also an Adjunct Faculty Member at Oklahoma State University where he teaches
courses in Marketing.
Jerry is an expert in Product Management, Public Relations, Positioning, and Market Research and leads
all of Demand Metric’s primary research studies.
A speaker in high demand, Jerry regularly speaks at industry conferences and webinars with our partners.
Jerry has a BS in Computer Science from Oklahoma State University.
© 2013 Demand Metric Research Corporation. All Rights Reserved.
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Demand Metric: Executive Marketing Advisory Membership
RESEARCH DIRECTORS & ANALYSTS
Clare Price, Research Director – Strategic Communications
Clare is an expert in marketing strategy, branding, strategic communications, sales enablement, social
media marketing, content marketing and leveraging marketing technologies.
Clare is a former Research Director at Gartner Group and helped build their Internet Strategies
Services with clients such as Microsoft, IBM, HP, Cisco, Proctor & Gamble and Wells Fargo.
Her specialties include: brand strategy, brand development, customer acquisition and relationship
development, content and digital marketing strategy and social media marketing.
Clare has a BA in Journalism from the University of California, Berkeley.
© 2013 Demand Metric Research Corporation. All Rights Reserved.
17

Demand Metric: Executive Marketing Advisory Membership
RESEARCH DIRECTORS & ANALYSTS
Debbie Qaqish, Research Director – Strategy & Measurement
Debbie Qaqish is a nationally recognized speaker, thought leader and innovator in the demand
generation field, with more than 30 years of experience applying strategy, technology and process to
help B2B companies drive revenue growth. Debbie was voted #10 in SLMA’s Top 50 Most Influential in
Sales Lead Management in 2011. She also coined the term ‘Revenue Marketing’ and built Revenue
Marketing University. Her team has overseen over 1,000 marketing automation implementations, in
companies such as Citrix, Ariba, Dun & Bradstreet, Cleveland Cavaliers, QlikView, and Equifax.
Debbie has been at the forefront of the marketing automation phenomenon, first as a beneficiary, and
now as an advocate and expert. She is a frequent speaker and writer on topics related to driving revenue
through demand generation techniques, marketing automation technologies and the integration of sales
and marketing.
Debbie is working on her Doctors of Business Administration and has a BA from Auburn University.
© 2013 Demand Metric Research Corporation. All Rights Reserved.
18

Demand Metric: Executive Marketing Advisory Membership
RESEARCH DIRECTORS & ANALYSTS
David Raab, Research Director – Systems & Technology
David advises major consumer and business marketers on marketing processes, technology and service
vendors. Clients have included Allstate Insurance, Amtrak, Blue Cross/Blue Shield, CIGNA Health
Care, CitiCorp, Comcast, First Union Bank, The Gap, IBM, JC Penney, Lowe's, Scholastic Inc., Unisys,
Sprint, Verizon Wireless, and Williams-Sonoma. Typical projects involve marketing process analysis,
needs definition, vendor selection and customer management system deployment.
David has written hundreds of articles on marketing technology for publications including Information
Management, DM Review, DM News, Relationship Marketing Report, Bank Marketing, Target Marketing,
and The Journal of Database Marketing. He is the author of Marketing Performance Measurement
Toolkit (Racom Books, 2009) and the B2B Marketing Automation Vendor Selection Tool.
David has an MBA from Harvard Business School.
© 2013 Demand Metric Research Corporation. All Rights Reserved.
19

Demand Metric: Executive Marketing Advisory Membership
RESEARCH DIRECTORS & ANALYSTS
Eric Albertson, Research Director – Demand Generation
Eric has been a marketing and sales executive for 30 years and has consulted for companies like Dell,
Microsoft, EMC, Compaq, Hewlett-Packard, Intel, Toshiba and American Express. He’s also mentored
many small companies that now boast similar profitability, if not equal name recognition.
An expert in Demand Generation, Eric has implemented Marketing Automation & CRM systems and
built out Content Marketing programs for many large enterprises and small businesses.
Eric has a BS in Marketing from the University of Oregon.
© 2013 Demand Metric Research Corporation. All Rights Reserved.
20

Demand Metric: Executive Marketing Advisory Membership
RESEARCH DIRECTORS & ANALYSTS
Craig Nelson, Research Director – Sales Enablement
Craig is a seasoned professional with more than 25 years of experience in the software industry. Craig has
held a variety of leadership roles and has been instrumental in the growth of several startup companies
that became successful public software companies. Craig and his team have overseen over 150 sales
enablement deployments.
Craig co-founded iCentera in 2003 with the mission to help companies generate profitable revenue.
Today the iCentera solution, delivered as a service over the internet, provides a sales enablement platform
to the commercial market. iCentera has over 250,000 subscribers and in 2011 became part of
CallidusCloud, a public software company focused on a broad range of sales performance and
effectiveness solutions with a global presence in over 132 countries.
Craig has a BS in Computer Science from Minnesota State University.
© 2013 Demand Metric Research Corporation. All Rights Reserved.
21

Demand Metric: Executive Marketing Advisory Membership
RESEARCH DIRECTORS & ANALYSTS
Charles Gold, Research Director – Product Management
Charles has over 20 years experience in Marketing leadership positions and served as CMO or VP
Marketing for Sonatype, DataDirect Technologies, Progress Software, Appfluent Technology and Director
of Product Marketing at Red Hat.
Charles’ skills and experience span: product marketing, product management, positioning, business
planning, web marketing, lead generation & field marketing, sales readiness, PR & analyst relations, social
media, marketing metrics & measurement.
Charles has an MBA from Wake Forest University and a BA Economics from University of Virginia.
© 2013 Demand Metric Research Corporation. All Rights Reserved.
22

Demand Metric: Executive Marketing Advisory Membership
RESEARCH DIRECTORS & ANALYSTS
Diane Magers, Research Director – Customer Experience
Diane has over 25 years of experience as an accomplished senior customer experience, sales and marketing
executive with diverse and exceptional leadership skills. Her strengths include designing and launching
services and solutions based on enterprise, customer and associate needs through various market
channels.
Diane is speaking at Customer Experience industry events and consulting with companies to support and
educate them as they build or enhance their customer experience practices.
Diane has a MS in Clinical Psychology, and an MBA from the University of Phoenix.
© 2013 Demand Metric Research Corporation. All Rights Reserved.
23

Demand Metric: Executive Marketing Advisory Membership
RESEARCH DIRECTORS & ANALYSTS
Stephan Sorger, Honorary Research Director – Marketing Analytics
Stephan is the “Analytics Ambassador”, and has written a 500 page book “Marketing Analytics: Strategic
Models and Metrics”. He serves as a VP Strategic Marketing for On-Demand Advisors and is an Adjunct
Faculty Member at the University of San Francisco, UC Berkeley Extension teaching courses in Marketing
Analytics and New Product Development.
Stephan has held senior Marketing leadership positions at NASA, SAP, Oracle, 3Com, and Selectica.
Stephan has an MBA and MS in Electrical Engineering from USC.
© 2013 Demand Metric Research Corporation. All Rights Reserved.
24

Demand Metric: Executive Marketing Advisory Membership
RESEARCH DIRECTORS & ANALYSTS
Danny Brown, Associate Senior Analyst – Social Media & Influence Marketing
Danny works with organizations like RIM, Yahoo, IBM, LG Electronics, Ford British Telecom, and
Microsoft to help them with digital marketing programs and optimizing social media strategies and
technology platforms. Danny was the lead social strategist on the BlackBerry 9700 campaign for the US.
He also runs the #1 Marketing blog in the world according to HubSpot’s Hot 100 marketing blog list.
Danny is the co-author of “Influence Marketing”, which has been recognized as one of the Top 100
Business Books in America by Neilsen BookScan. Danny has also spoken at TEDx.
Danny has his Honours in English from the University of Edinburgh.
© 2013 Demand Metric Research Corporation. All Rights Reserved.
25

Demand Metric: Executive Marketing Advisory Membership
Executive Advisory Council
Roundtables for Marketing Leaders
26

Demand Metric: Executive Marketing Advisory Membership
EXECUTIVE ADVISORY COUNCIL - OVERVIEW
Peer-to-Peer Exchanges for Marketing Leaders
§
§
Share Best Practices – learn what is working and what is
not from our council members and expert speakers.
§
Convenient to Attend – our quarterly council meetings
are virtual conferences so you can attend with ease.
§
© 2013 Demand Metric Research Corporation. All Rights Reserved.
Executive Roundtables – bring your top challenges to
the table and get advice from 20+ Marketing executives.
Shape Direction of Demand Metric – we listen to our
council’s advice for product development and corporate
strategy – weigh in on the future of our membership.
27

Executive Advisory Council Members
Jeanne Hopkins, CMO
Continuum
Cecille Reilly, Director
NetApp
Joe Brooks, VP Marketing
Burns & McDonnell
Dyke Hensen, SVP Marketing
Vree Health
Andrew Green, Director
Life Technologies
Ed Harnish, VP Marketing
GFI Software
Lisa Glispy, Dir. Marketing
Stanley Black & Decker
Robin Caputo, CMO
Datavail
Ken Falkowitz, SVP
Kimble Chase
Sandra Bell, CMO
First American
Mark Daniels, VP Marketing
Sika China
Bonnie Bird, Dir. Marketing
Ciber
Doug Curtis, VP Marketing
Dometic Marine
Suzanne Carawan, CMO
HighRoad Solution
Christine Marks, Director
PCLS
28

Demand Metric: Executive Marketing Advisory Membership
Annual Research Plan
Resources Your Team Can Access
29

Demand Metric: Executive Marketing Advisory Membership
ANNUAL RESEARCH PLAN
Benchmark Study Reports – 24 New Studies
§
Primary Research – 300-700 study participants
§
Benchmarking – compare your company with your peers
§
In-Depth Analysis – 20+ page reports to share findings
§
Best Practices – insights from ‘world-class organizations”
§
Charts & Graphs – 10-20 charts to visualize study results.
30

Demand Metric: Executive Marketing Advisory Membership
ANNUAL RESEARCH PLAN
Best Practices Reports – 24 New In-Depth Reports
§
Research – 80+ Hours of Primary & Secondary Research
§
Expert Interviews – insights from industry thought-leaders
§
Implementation Advice – 10-40 pages of practical advice
§
Best Practices – insights from ‘world-class organizations”
§
Case Studies – real-world examples from our members
31

Demand Metric: Executive Marketing Advisory Membership
ANNUAL RESEARCH PLAN
How-To Guides – 48 New Concise Guides
§
Hot Topics – stay current on trends in Marketing
§
Executive Summary Format – quick to read (3-10 pages)
§
Action Plans – link to tools, templates & resources
§
Thought Leadership – written by industry experts
§
Practical Unbiased Advice – make smarter, faster decisions
32

Demand Metric: Executive Marketing Advisory Membership
ANNUAL RESEARCH PLAN
Consulting Methodologies & Tool-Kits – 12 New
§
Step-by-Step – same processes & tools consultants use
§
Tools & Templates – 20+ tools per methodology & tool-kit
§
Frameworks – provide thought models and diagrams
§
Maturity Model – show the path to ‘optimized’ processes
§
Do-it-Yourself – minimize need for external consultants
33

Demand Metric: Executive Marketing Advisory Membership
ANNUAL RESEARCH PLAN
Training Courses – 24 New Online Video Courses
§
On-Demand – learn conveniently from your desktop
§
LMS – learning management system to monitor progress
§
Knowledge Checks – brief exams to reinforce learning
§
Tools & Templates – linked to each module
§
Certification – get certificates of completion
34

Demand Metric: Executive Marketing Advisory Membership
ANNUAL RESEARCH PLAN
Training eWorkshops – 36 New eWorkshops
§
Participate – engage with the instructor and participants
§
Action-Oriented – aligned with our tools & resources
§
Practical – focused on how to implement in real-world
§
Expert Instructors – facilitated by our Research Directors
§
On-Demand – view in our LMS if you can’t attend
35

Demand Metric: Executive Marketing Advisory Membership
ANNUAL RESEARCH PLAN
Marketing Infographics – 12 New Infographics
§
Data-Driven – based on multiple data sources & stats
§
Visual – great format for visual learning styles
§
Quick to Scan – review in less than 5 minutes
§
Shareable – post on your blog or share with colleagues
§
Well Designed – high-end professional graphic design
36

Demand Metric: Executive Marketing Advisory Membership
RESEARCH ARCHIVES: 2006-2013
Quantity
Resource Type
546
Premium Templates & Analytical Tools
103
How-To Guides
46
Assessments
43
eWorkshops
25
Consulting Methodologies
10
Benchmark Study Reports
8
Training Courses
6
Marketing Infograhics
750+
Total Demand Metric Resources
OUR COMMITMENT
TO OUR MEMBERS
“To provide marketing
executives with affordable and
unbiased advisory services and
tools to help them prove their
value and develop their team.”
§ We re-invest membership
fees back into the offering
§ Over $3MM invested into
Research since 2006
§ $100K per month invested
in Research, Community,
and Product Development