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Learn more: www.demandgen.com | main: 925.678.2500 | sales: 925.678.2511 | info@demandgen.com © 2016 DemandGen International, Inc. All rights reserved. DemandGen and the DemandGen logo are registered trademarks of DemandGen International. All other product and company names may be trademarks of their respective owners. 2 Marketing has been undergoing a transformation. Success in marketing today has moved beyond aligning sales and marketing, or aligning various marketing groups. Today marketing is at the epicenter of the organization. Gone are the days in which innovative products and great people were sufficient for success; now you must transform your entire organization into a Demand Factory in which marketing is at the core. Simply aligning sales and marketing organizations is too narrow a vision—you must bring together people, products, sales and marketing for results. In fact, the Demand Factory extends beyond demand generation to include your installed customer base, with activities that inspire and nurture customer loyalty. In this paper we'll take a look at the Demand Factory and the elements it takes to build and maintain one that won't succumb to market instability or competitive pressures. ELEMENTS OF A ROCK-SOLID DEMAND FACTORY The concept of "Demand Factory" can be explained by metaphor: imagine a factory floor separated into 4 areas —A, C, M, and E. Of course, this creates an acronym for Acquire, Convert, Measure and Expand (ACME): 1. Acquire - How does your marketing department go about acquiring new prospects to your products and services? Acquiring customers should not be done by "batching and blasting," or "spraying and praying." Instead, fill the top of your funnel using automation and by creating omnichannel programs. This is where technology comes in. 2. Convert - How does your organization convert qualified leads to new customers? This conversion should consist of a well-defined, operationalized process through which sales and marketing are aligned. 3. Measure - Measuring the impact of your marketing is really the cornerstone of your Demand Factory. You must have core metrics and KPIs so you can evaluate how you are doing as an organization. 4. Expand - Expansion involves getting the most value for every client. This pillar is often the last one built because companies tend to focus more on lead generation. But there is much opportunity in your existing customer base. Mining additional revenue from existing business is essential and should not be overlooked. With these areas in place, your marketing organization becomes more than a cost center or revenue generator; it becomes a high-performance marketing machine that works to maximize the value of every customer. © 2016 DemandGen International, Inc. ACQUIRE MEASURE CONVERT EXPAND

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