May 5, 2009 – Demand generation vendors can deliver on promises of fast deployment, but only if marketers prepare in advance, says a study released today by industry analysts Raab Associates Inc.
A survey of demand generation users found that half had finished deploying basic features within one month, but 25% took longer than three months. On average, companies that did not deploy a large number of features immediately lagged two to three months behind those who did.
“The mechanics of deploying today’s demand generation systems are quite simple,” said study author David M. Raab. ”Companies can set up sales automation integration and Web site tracking in a day, and send their first email campaign in a week. But this only happens if they know in advance exactly what they want to do. Otherwise, the system can sit underutilized for months while they work out the details.”
Other findings from the survey include:
- Marketers stagger their deployments, starting with basic features for email campaigns and then adding more advanced activities over several months.
- Companies that get off to a slow start eventually deploy almost as many features as companies that start quickly. But they never quite catch up, since both groups of companies continue to add new features over time.
- Systems are delivering value. Two-thirds of the respondents reported that their demand generation system exceeded expectations, and just six percent said they under-performed.
In addition to a detailed examination of survey results, the study offers recommendations on how marketers can ensure a smooth and successful deployment of their own demand generation system.
The Demand Generation Deployment Survey is available without charge at http://www.raabguide.com.
About Raab Associates Inc.
Raab Associates Inc. is a consultancy specializing in marketing technology and analysis. Typical projects help business and consumer marketers with needs definition, vendor selection, and performance measurement. The firm also helps industry vendors to understand customer needs and establish thought leadership through white papers, surveys and presentations.
Raab Associates publishes The Raab Guide to Demand Generation Systems, which compares leading vendors on more than 150 items. The Guide also includes detailed system descriptions, screen shots, and advice on managing selection projects. It is based on independent research and backed by Raab Associates’ decades of technology evaluation experience.
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