I watched your webinar about fast tracking demand creation. During the webinar Angela Leech from SiriusDecisions shared the agency’s demand creation framework. Is it possible to create a successful demand creation strategy without going through the first two phases of the framework?
First, let me recap the framework for those who haven’t watched the Accelerating Demand Creation in the Channel webinar. The framework presents a roadmap for continuous processes that drive engagement and improve performance. It’s broken across four phases:
- Audiences includes the gathering of partner profile data and requirements so that you really know your programs fill the gaps in your partner's capabilities and that they are able to execute the programs you provide them.
- Readiness is all about the training and certification of partners on marketing fundamentals and the execution of those programs.
- Demand creation is the delivery of prescribed menu-based programs, reducing the complexity, and increasing partner engagement, as well as concierge-like services that guide partners in the selection and execution of those programs.
- Measurement is the tracking key metrics in the areas of program performance, marketing contribution, and partner participation is absolutely critical.
In response to your question, the answer is yes, you can skip the first two phases, but you will have limited success. Vendors still do the campaigns in a box approach, but the result is most often misalignment. For the best outcome, you have to understand your partners’ marketing capabilities. The Audiences and Readiness phases help you be far more effective.
There are steps in these two phases that can be omitted, depending on your go-to-market. It depends on your partner ecosystem, etc.
The other thing is that it’s possible to go through all of the steps very quickly, and you'll be surprised by how much information you probably already have internally.
The profiling piece, understanding capabilities, I think is probably the most important, because this phase enables you to formulate your go-to partners. You can get very targeted in the demand you want to drive with your partners.
My final thought on the question is that unless you go through all of the steps your program design will not be as effective as it could be. You might end up spending more money than you need to, and you might leave results on the table.
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