It’s not enough just to begin the process of demand generation. You have to be able to sustain it over time. That means it has to become a part of your organizational DNA. To be sure that’s what happens, everyone in your company needs to understand that you are no longer just a software manufacturer or insurance company, you are also a modern marketing organization—in every corner of your business.
The place to begin this kind of radical transformation is at the very top of an organization. Everyone in your C-suite needs to be committed to driving your marketing machine forward and keeping it fueled with constant support.
Then, moving through the organization, every employee needs a rock-solid understanding of just how important it is to keep the sales cycle nurtured and healthy with growing brand awareness and constant demand generation. In time, a brand awareness/demand generation cycle should begin to perpetuate itself, but constant vigilance is necessary to be sure your program doesn’t go off-track, creating just the opening your competition needs to surge ahead of you in the marketplace. You and your modern-marketing guide will work together to be sure your brand awareness plan stays on-track well into the future.