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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. 6 to how you will make it work for you. Instead, leverage the expertise of a data scientist who can look at the data and help you gain the insight you need to make correlations between various events. While you are putting together your accountability chart, give some very serious thought to adding a data scientist. This is the person who will look at streams of information about markets and drill down to the most important pieces that will result in the best leads, the greatest demand, and the most finely targeted marketing approaches. Reporting Reporting is not measurement; it's a management tool. Reporting allows you to uncover which processes are working and which are not. There are no hard and fast rules about reporting, so it's important to figure out what matters to stakeholders and report on that. Ask yourself the four "Cs": 1. What counts (or matters)? 2. Can you count on it (is it accurate)? 3. Can you calculate it (to demonstrate success)? 4. Can you communicate about it (to C suite and other stakeholders)? Answering these questions will help you decide which metrics are the most important to the organization. Technology Technology is the underground lair of the Demand Factory, yet it should be built last. When you're formulating a demand generation strategy, there's no shortage of vendors itching to demo the latest and greatest technology tools and toys. In reality, you only need technology to fill in the gaps between the four pillars of your demand factory. Don't over-invest, then discover you have a bunch of bells and whistles that are simply decorative and not bolstering the pillars of your factory. In other words, before you invest in technology, think about how it will be used and how it will work for you, or it will end up sitting idle without contributing to the bottom line. TIME TO GET THE DEMAND FACTORY HUMMING! You now have, at your disposal, all of the tools to build a Demand Factory for the 21st Century. You'll succeed by creating a rock solid factory floor with areas that support the foundation of your marketing group, including acquiring new customers, con- verting qualified leads to new customers, measuring the success of your marketing programs and expanding your current customer base. "Don't count the people you can reach, reach the people you can count." – David Ogilvy ACQUIRE MEASURE EXPAND CONVERT

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