Download the Demand Management Planning Template at http://www.fourquadrant.com/product/demand-management-planning-template/ The Demand Management Planning Template is designed for Marketeer's to proactively build a go-to-market plan to methodically follow-up on lead generation programs in a comprehensive and sustained format. The scope of the template spans creating demand management strategy to tactical execution. Downloading the PowerPoint template provides a framework for a demand management plan that will optimize conversion of responses to qualified opportunities. Download go to market planning templates at http://www.fourquadrant.com/products/

1. Demand Management Planning
This SlideShare presentation includes 10 of the 24 slides
available in the Demand Management Planning Template.
Download the complete template at:
www.vpmarketingondemand.com/templates

2. Outline
1 Overview of the Sales Process, Terminology
2 S&M Integration Hand-off to Sales
3 Demand Management Process & Follow-up
4 Targets, Starbursting
5 GTM Messages, Messages by Audience
Reverse Engineering #’s, Conversion Ratios
6
7 Integrated Team & Demand Management Timeline
8 Content, Account Intelligence & Sales Tools
9 Lead Rating, Scoring & Nurturing
10 Metrics, Scorecard

3. Sales & Marketing Synchronization
Qualified Need Business Scope &
Close
Prospect Analysis Impact Proposal
Account intelligence
Corp identity Qualification
Positioning RFP
Messaging Sales presentations
Lead generation Tech note
Website Needs analysis
Public relations Demos
Social Media Increasing Increasing Business analysis
SEO/SEM mind share MARKETING SALES market Value demonstration
White papers share ROI
Newsletters References
Success stories Scope & proposal
User groups Negotiation
Downloads Pricing
User conferences Close
Problem Info Search Vendor Purchase Vendor
Recognition /RFP Analysis Approval Selection

4. Terminology & Roles
Database Marketing Prospect
– Data entry, contact development
– Build and clean database Data Entry / Contact Development
Marketing Contact
Telemarketing
Telemarketing
– Campaign based (in/out) Marketing
Marketing Response
TeleQualification Lead Qualification
– Lead Qualification
Marketing Opportunity
Telesales
– Inside selling (thresholds) Sales Prospect
Pipeline
Direct Sales
– Direct selling (GT, NA, GV) Sales Forecast
Sales Closed Sales

5. DATABASE
A database that includes the right titles and
correct contact info for all suspects.
ACCOUNTS PREFERRED LEAD SOURCES
A list of accounts that you and your Sales A disciplined approach to checking preferred lead sources
Rep are working. each hour and day.
FOLLOW-UP ACTIVITIES
DEMAND MANAGEMENT A structured approach to completed
scheduled follow-up activities.
PROCESS
CHECK PIPELINE
Monitor the qualified opp’s that were handed off to DRIVE ATTENDANCE
sales to view progression in the pipeline. Drive attendance to online and offline
events.
COMPETITOR ANALYSIS
Research competitive
messaging, products, customers, events and EVENT PARTICIPATION
influencer afffiliation. Work the physical events to place a face to
the name and conduct competitive
analysis.
CONNECT & SELL
Guaranteed live connections with contacts you
specify.
RESEARCH – SOCIAL
MEDIA LinkedIn backgrounds, Twitter
Google,
feeds, YouTube videos and RSS feeds.
RESEARCH - TRADITIONAL
Hoovers, Tech
Crunch, InsideView, Stratascope, analyst
reports, CRUSH reports.

6. Demand Management – Follow-up
Marketing
SF Automation
 Website
 Programs DB Updates New Lead InsideView 30 Day 10 Touch Model
Created LinkedIn
 SEO/PPC Lead
Scored Google
Assigned No
 Lists Scoring
Suspect to: PeopleMaps Call #1
Lead Updated response Email #1
 Events
Marketing SalesGenius w/i 24
& Appended  BDR Next Day
Automation hours
 Seminars Routing Hoovers
 ISR
 Web Visitors iProfile
Lead Alert  Sales Rep
LinkedIn
 Social Media Nurture Sent
Blogs
Dead Tweets
Lead Status
Response
 Disqualified
 Developing Update Activity
No response
 Working
 New
 Nurture No
Call #2 response Email #2
w/i 3 Next Day
Other days
Contacts,
Response
Same Co No response
Content Hot Nurture Cold 30 Day 10 Touch Calendar
No
Week Mon Tue Wed Thu Fri Call #3 response Email #3
Stage 5 Stage 4 Stage 3 Stage 2 Stage 1 w/i 5
T1
Next Day
Wk 1 E1 days
Topical Possible Yes Yes
Wk 2 T2 E2 Response
Wk 3 T3 E3 No response
Bridge Possible Yes Yes Yes
Wk4 T4 E4
Solution Possible Yes Yes Yes Yes No
Wk 5 T5
Call #4 response Email #4
Product Yes Yes Yes Yes Yes Wk 6 E5 w/I 7 Next Day
days
Validate Yes Yes Yes Yes Yes Response
No response
No
Qualified Opportunity Call #5 response Email #5
w/I 9 Next Day
Initial meeting has taken place with clear next steps established days
Project appears to be within the capabilities of the offering
A verbal that budget is available (or will be available) when technical Response
decision is made. No response
Project timeline (award within six-months)
Competitive landscape (if known)
Key decision makers, sponsors and approvers identified
Understanding of compelling event (if available)

7. Conversion Ratios
30% 6,234 Responses
6,234 Qualifying
30%
1,894 Live Conversations
39%
741 Qualified Opp
6.8%
51 Pipeline
33%
17 Won

8. Campaign Timeline – Lead Management
Product & Domain Training
Marketing Program Briefing
Build List (companies & contacts)
Sync With Sales
FAQs & Competitive
Sales Messaging & Scripts
Plan Nurture Path
Drive Attendance
Reminder Communications
Attend Event
Event
10 Touch Follow-up Plan Executed
Nurture Path Executed
Starburst List
Qualified Opportunity Generated
Hand-off to Sales
Monitor Forecast

9. Lead Rating Model
Primary Qualification Questions
Criteria Question Scenario 1 Scenario 2 Scenario 3 Scenario 4 Scenario 5
Project Budget, Timeframe, Budget, Timeframe, Budget, Timefr Budget
budget, Timeframe, Web 2.0 Opportunity ame
Web
2.0, Opportunity
 Do you have budget for a web 2.0 project
Budget Y Y Y Y Y
(<=180 days)
 Do you have plans (<=180 days) to incorporate
Timeframe Y Y  Y  Y
Web 2.0 (B/W/R)
Web 2.0  Are you currently using Bogging, RSS, feeds and/or Y Y
Components a Wiki
Opportunity  Is your company actively using SharePoint Y Y
LEAD GRADE – Scoring based on primary questions A A A A A
Secondary Qualification Questions
Criteria Question Scenario 1 Scenario 2 Scenario 3 Scenario 4 Scenario 5 Scenario 6 Scenario 7
All IT IT All IT SP, $, Empl, B All
Budget, Title, Budget, Title budget, Title, D 2X
DM role , Vendor M role, Vendor
Budget to What is the size of your budget to Y Y Y
purchase software purchase software?
Title Is your title a C level or VP level? Y Y Y
Role in decision Approve, decide, recommend, influence Meets any 2 Meets any 2 Meets any 1
Y Y
making out of the 4 out of the 4 out of the 4
criteria criteria criteria
Technology /
Are X, Y and Z strategic partners Y Y
vendors
# SP sites How many SharePoint sites up at your company? Y
Group that Meets any 3 Meets any 3 Meets any
What group manages the SharePoint site? Y
manages SP out of the 6 out of the 6 <=2 out of
criteria criteria the 6 criteria
Who uses What internal and/or external groups use the
Y
SP site? SP site?
Are your company total revenues
Revenue Y
>= $250 M
# of Does your company employ >= 1,000
Y
employees employees globally
Business B2B or B2C Y
LEAD GRADE – Scoring based on secondary questions A A A A B B C

10. Scoring Model
High Propensity
to Purchase D1 C1 B1 A1 Sales Ready
D2 C2 B2 A2 Nurture
D3 C3 B3 A3 Starburst
D4 C4 B4 A4
Ideal Target

11. Lead Nurture
Demand Creation Demand Management Sales
Lead Generation Lead Qualification Lead Nurturing Lead Management
“Need/pain recognition” “Bridge from “Solution introduction”
trusted source”
Web
Email
Scoring Star
Bursting
Events
Ready Sales
Willing Engagement
Able
Campaigns
Custom Paths
Social Media

12. Next Steps
This SlideShare presentation includes 10 of the 24 slides
available in the Demand Management Planning Template
To view all 29 slides, and other go-to-market planning templates
for messaging and positioning, websites, social
media, investor/board presentations, go -to-market and demand
creation planning, please visit
www.vpmarketingondemand.com/templates