Demand-Driven Marketing

Paper Summary:

This paper stresses that companies, especially those with global competitors, must become demand-driven organizations by aligning and synchronizing the entire company---its many departments, buyers, suppliers and strategies---to meet the needs of customers. The author reviews research studies, which implicate that becoming a demand-driven company can play a positive role in increasing an organization's profitability. The paper relates that, in quantifying the financial impact of marketing on the profitability and long-term financial performance of any company, the processes surrounding order-capture, order-management, fulfillment and order-tracking are critical.

From the Paper:

"Askegar and Columbus (2002) highlight a maturity model that specifically addresses this point from the standpoint of recruiting, growing, retaining or re-directing channel partners. This has major implications for measuring per-channel sales productivity, gross margins, and channel partner revenue contribution. Second, a process-centric view of marketing's contribution to revenue highlights a series of financial measures that best reflect the immediate impact of changing strategies to make them more customer-centric."

Sample of Sources Used:

• Askegar and Columbus (2002) - Channel Management Best Practices: It's All About Orders. AMR Research Report. Monday September 9, 2002. Retrieved from the Internet on September 7, 2007: http://lwcresearch.com/filesfordownloads/SqueezetheRevenueOutofSPRs.pdf
• AMR Research (2003) - Configuration is the Heart of Customer Fulfillment for Complex Product Manufacturers. AMR Research Report. Monday March 31, 2003. Retreived from the Internet on September 3rd, 2007 from: http://lwcresearch.com/filesfordownloads/ConfigurationIstheHeartofCustomerFulfillmentforComplexProductManufacturers.pdf
• Columbus (2003) - Re-evaluate How Your Measure Your Channels' Performance. AMR Research. Boston, MA December 2, 2003http://www.lwcresearch.com/filesfordownloads/ReevaluateHowYouMeasureYourChannelDec2003.pdf

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