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1. Executive Summary
What is your Marketing Effectiveness Quotient?
Industry-leading demand generation platform provider, Eloqua, has developed a
marketing maturity model designed to help organizations benchmark their current
levels of process maturity, measure results from marketing investments, and
demonstrate the effectiveness of their marketing department.
Eloqua's Marketing Effectiveness Summit is a 2.5-day boot camp, specifically tailored
to help marketers in B-to-B organizations optimize demand generation. Participants
who complete the workshops will be professionally certified in Demand Generation
Marketing, which is becoming a highly sought after skill set. Register for the
Marketing Effectiveness Summit if you are serious about learning best practices,
assessing your capabilities, and improving your marketing processes.
What is the Marketing Maturity Model?
Eloqua's proprietary Marketing Maturity Model (MMM) is a framework for managing
and measuring processes, which are directly linked with increasing revenues. Their
model scores companies' demand generation processes to determine strengths &
weaknesses, benchmark against peers, and assess the value associated with
improving the maturity of marketing processes.
Processes that are analyzed include: Analytics, Lead Scoring & Nurturing, Workflow
Automation, Lead Management, Database Management, AdWords and Search Engine
Optimization, Reference Management, Testing, Business & Strategic Planning, Email
Marketing, Campaign Management, Personalization, Viral and Interactive.
4 levels of Marketing Maturity for Demand Generation:
• Level 1: No Formalized Processes in Place - Little or no documentation.
Random actions with poor prioritization. Inconsistent performance. No
predictability or reliability.
• Level 2: Some Processes in Place - Documentation and standardization
efforts are in their infancy. Consistency of results is more common. Some
predictability and reliability.
• Level 3: All Processes in Place and Documented - Some automation in place.
Consistency, predictability and reliability are common practice.
• Level 4: All processes Fully Documented, Automated, and in a Steady State
of Improvement - Operation is fully consistent, measureable, predictable, and
reliable.
© 2009 Demand Metric Research Corporation

2. Executive Summary
Action Plan:
Assess Value - consider the value that a focused Demand Generation workshop
with industry thought leaders would provide for your organization.
Determine Fit with Goals - if you are already looking to increase your Demand
Generation knowledge, this is a great opportunity to further develop best practices
for your company and enhance your skill set.
Learn More - visit the Marketing Effectiveness Summit website to learn more about
this event. Locations and dates are provided on the website.
Bottom-Line:
This is the most comprehensive demand generation marketing conference that has
ever been produced. Determine if there will be any events in your area, and get
professionally certified by a recognized authority on Demand Generation.
© 2009 Demand Metric Research Corporation