Demand Driven: 6 Steps to Building an Ecosystem of Demand for Your Business

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9780071400367: Demand Driven: 6 Steps to Building an Ecosystem of Demand for Your Business

A proven, six-step process for creating and capturing demand in today's networked economy

Demand Driven proves that it's not enough for organizations to market their products directly to the customer. Instead, it explains how organizations can create an "ecosystem of demand" for their products and services by using technology to partner with suppliers, customers, resellers, and competitors. These partnerships create indirect demand for the original product or service, resulting in higher overall sales. Demand Driven takes the concept of partnership marketing a step further by showing how a company can use technology to shape a common customer experience with its products, regardless of whether a customer is talking on the phone to a reseller, visiting its website, or purchasing support services from one of the company's marketing partners. Demand Driven moves beyond simplistic CRM and E-business "bandages" and offers digital and Internet solutions to both create and capture demand and dramatically increase revenue and market share in today's networked economy.

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From the Back Cover:

Demand Building Strategies Proven to Increase Market Share for Any Company

Indirect customers are everywhere today--everywhere--and you must use every possible tool to find and convert them. Demand Driven reveals how progressive companies are working with vendors, suppliers, and other partners to uncover and build new customer networks. It outlines a market-proven process for using breakthrough technologies to manage demand chains, leveraging partners and their capabilities so that your customers can move freely within multiple marketing channels and organizations.

Let this groundbreaking book show you how your organization can:

  • Tap into indirect demand through integration of information technologies, the Web, and business partners
  • Combine customized marketing to individuals with your firm's existing mass marketing programs
  • Focus on simultaneously meeting both direct and indirect demand

Demand Driven answers an age-old question--Where can I find new customers?--with dramatic new insights and techniques. Complete with case studies and examples of demand chain management at work in a variety of industries around the world, it provides a step-by-step template for building an "ecosystem of demand" throughout your organization's chain of partners--then driving demand for your products and services throughout that entire ecosystem.

  • Suppliers from The North Face to Coca-Cola partner with mega-resort giant Intrawest, creating new demand for their products and customer loyalty for Intrawest
  • MBNA Bank (Riecheld) acquires new credit card customers by partnering with associations, alumni organizations, and other affinity groups
  • IBM transforms itself into IBM Global Services--and taps into millions of hidden, indirect customers

Companies today have no idea how much indirect demand exists for their products and services--often because they don't know how or where to look for it. Demand Driven shows you how today's marketing leaders work with suppliers, customers, and other partners to create ecosystems of demand, and uncover and capture indirect demand ahead of their competitors.

Unveiling a proven process for creating and capturing demand in today's globally networked economy, and dramatically increasing revenue and market share in the process, this hands-on book details how manufacturers and marketers can:

  • Use technology to find and service customers wherever and whenever possible--and slash CRM costs
  • Leverage ecosystem partners to create new customer applications for each partner in the chain
  • Synchronize your demand ecosystem with your supply chain to avoid costly overstock and unusable inventory

In today's partnership-oriented business environment, lone wolves can't and won't survive. Demand Driven explains how to utilize ongoing improvements in technology to more efficiently access indirect demand through existing network partners. It reveals new avenues for influencing customer buying decisions, techniques for finding and adopting the "disruptive" technologies that drive change and growth, strategies to align new technologies with your existing ecosystem, and more.

Despite the many changes in today's marketplace, business still requires that you regularly uncover new paying customers. Let Demand Driven show you ways to profit from the indirect customers you know are out there, by forming strategic partnerships designed to bring those indirect customers to your showroom and turn them into the long-term, profitable, and direct customers that will increase both your market share and profitability.

About the Author:

Chris Thorne is a lecturer in strategic and e-commerce marketing at Toronto's globally renowned Schulich School of Business.

Bo Manning is president and CEO of Pivotal Corporation, a global leader in the emerging demand chain management market. Manning is a twenty-year veteran of the technology industry and one of today's CRM thought leaders.

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