Demand Driven: 6 Steps to Building an Ecosystem of Demand for Your Business - Hardcover

Manning, Bo; Thorne, Chris

Hardcover

ISBN 10: 0071400362 ISBN 13: 9780071400367

Publisher: McGraw-Hill Inc.,US, 2002

Synopsis

While CRM focuses on the relationship between your company and your customer, Demand Driven explains how to work with vendors and suppliers to create a network of customers. With the right strategy, you can turn your demand chain into a partnership, allowing customers to move freely within multiple marketing channels and marketing partners. This synergy extends a business to its customers, creating quicker response time to customer needs and demands. For example, Microsoft enables indirect relationships with customers by providing partners with salespeople and technology that help train and educate customers - strengthening demand for Microsoft products in the process. Demand Driven explains how to use technology to increase the number of indirect relationships a company has with its customers. Companies are adopting broader, approaches to doing business that rely on "Demand Chain Management", to increase relationships between customers, partners, competitors, and intermediaries, using the Web, and other technology-enabled business processes. The authors offer a unique six-step process for effective Demand Chain Management that explains how to create an effective customer experience, leveraging partners, building reseller capabilities, installing a chief customer experience officer. This process results in superior return on assets, market share dominance, profitability through customer retention, revenue stability during difficult times, and revenue acceleration in growth periods.

About this title

About the Author

Bo Manning, President & CEO, Pivotal Corporation, a twenty-year veteran of the technology industry, a CRM thought-leader, and former leader of Deloitte Consulting's 500 million dollar CRM practice. Hometown: Vancouver, BC Bob Runge, Chief Marketing Officer of Pivotal Corporation, is responsible for Pivotal's global corporate marketing, solution marketing, public relations, market planning and strategy. He has also held senior marketing positions at Sybase, Inc. and Oracle Corporation. Hometown: Vancouver, BC Chris Thorne MBA, is a lecturer in Strategic Marketing and e-Commerce Marketing at the Schulich School of Business in Toronto, Canada, one of only eight non-US business schools ranked in the top 50 worldwide by the Wall Street Journal. Hometown: Toronto, Canada

From the Back Cover

Demand Building Strategies Proven to Increase Market Share for Any Company

Indirect customers are everywhere today everywhere and you must use every possible tool to find and convert them. Demand Driven reveals how progressive companies are working with vendors, suppliers, and other partners to uncover and build new customer networks. It outlines a market-proven process for using breakthrough technologies to manage demand chains, leveraging partners and their capabilities so that your customers can move freely within multiple marketing channels and organizations.

Let this groundbreaking book show you how your organization can:

-Tap into indirect demand through integration of information technologies, the Web, and business partners
-Combine customized marketing to individuals with your firm's existing mass marketing programs
-Focus on simultaneously meeting both direct and indirect demand

Demand Driven answers an age-old question Where can I find new customers? with dramatic new insights and techniques. Complete with case studies and examples of demand chain management at work in a variety of industries around the world, it provides a step-by-step template for building an "ecosystem of demand" throughout your organization's chain of partners then driving demand for your products and services throughout that entire ecosystem.

-Suppliers from The North Face to Coca-Cola partner with mega-resort giant Intrawest, creating new demand for their products and customer loyalty for Intrawest
-MBNA Bank (Riecheld) acquires new credit card customers by partnering with associations, alumni organizations, and other affinity groups
-IBM transforms itself into IBM Global Services and taps into millions of hidden, indirect customers

Companies today have no idea how much indirect demand exists for their products and services often because they don't know how or where to look for it. Demand Driven shows you how today's marketing leaders work with suppliers, customers, and other partners to create ecosystems of demand, and uncover and capture indirect demand ahead of their competitors.

Unveiling a proven process for creating and capturing demand in today's globally networked economy, and dramatically increasing revenue and market share in the process, this hands-on book details how manufacturers and marketers can:

-Use technology to find and service customers wherever and whenever possible and slash CRM costs
-Leverage ecosystem partners to create new customer applications for each partner in the chain
-Synchronize your demand ecosystem with your supply chain to avoid costly overstock and unusable inventory

In today's partnership-oriented business environment, lone wolves can't and won't survive. Demand Driven explains how to utilize ongoing improvements in technology to more efficiently access indirect demand through existing network partners. It reveals new avenues for influencing customer buying decisions, techniques for finding and adopting the "disruptive" technologies that drive change and growth, strategies to align new technologies with your existing ecosystem, and more.

Despite the many changes in today's marketplace, business still requires that you regularly uncover new paying customers. Let Demand Driven show you ways to profit from the indirect customers you know are out there, by forming strategic partnerships designed to bring those indirect customers to your showroom and turn them into the long-term, profitable, and direct customers that will increase both your market share and profitability.

Edition details

• Publisher: McGraw-Hill Inc.,US
• Publication date: 2002
• Language: English
• ISBN 10: 0071400362
• ISBN 13: 9780071400367
• Binding: Hardcover
• Number of pages: 272