Demand Driven: 6 Steps To Building An Ecosystem Of Demand

Description:
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.

Table of Contents:
Chapter 1: Building Demand through Your Demand Chain; Chapter 2: Understanding Demand Ecosystems (Step 1); Chapter 3: Designing Customer Experiences with Multiple Points of Contact (Step 2); Chapter 4: Using Partners to Build Indirect Customer Relationships (Step 3); Chapter 5: Using Technology to Reach Customers Throughout Your Demand Chain (Step 4); Chapter 6: The Chief Customer Experience Officer (Step 5); Chapter 7: The Demand Chain Dashboard: Implementing A Marketing Partner Strategy (Step 6); Chapter 9- Heller Financial: Making it Work; Chapter 10: Dain Rauscher Wessels: An Accelerated Context; Chapter 11: Usfilter/Vivendi: Organizing Around the Customer; Chapter 13: Transforming Enterprises into Demand Chain Networks; Chapter 14: The Right Steps, Right Now

Author Biography:
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