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.

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.