The Mansfield Sales Blog

What is Demand Generation?

It's not uncommon for companies to say that they are interested in increased demand generation. But when pressed, those same companies sometimes have a hard time answering one basic question:

What is demand generation?

This is a fairly common question because, while most companies want to generate more demand for their business, they're a little bit sketchy on the details of how you go about it.

Demand generation is, simply, the process by which awareness and interest in a company's products or services is created. Awareness and interest are created through a process of targeted marketing and lead management/nurturing in an effort to build the sales pipeline. One of the most common misconceptions about demand generation revolves around...

Acquiring Leads

Acquiring leads is not the only goal of demand generation, although it is a goal. In an effective demand generation campaign, leads are developed into prospects but, more than that, leads should start out as high quality leads. High quality leads are gathered by calling/contacting the decision makers within an organization, rather than wasting time contacting the wrong people. Once the right contacts have been reaching, securing high quality, prequalified in-person phone/web based meetings becomes a main goal. Demand generation should ultimately allow you to contact, qualify, and create an interest in your products and services, while establishing and building credibility in the marketplace.

Advantages of a Sales Advisory Firm

Parneting with a sales advisory firm to assist in demand generation can carry some pretty serious advantages. An sales advisory team will not hesitate to make calls internal sales/marketing people don't want to make. This means that your internal sales team is relieved of time consuming prospecting tasks. Some of the other advantages of working with an advisory firm include:

  • Rapid and efficient lead generation to identify high value prospects and decision makers
  • Direct contact enabling faster appointment setting and better lead qualification
  • Improved conversion rates, sales performance and efficiency

Contact us to see how we help swiftly build your sales pipeline.

Editor's Note: This post was originally published in August 2012 and has been updated for accuracy and relevancy.


Topics: Sales Consulting


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