THe SLMA Book Reviews are interviews with the authors on SLMA Radio and our assessment of the book.
Publisher: Palgrave MacMillian
Length: 204 pages
Cost: Amazon: Hardcover $23.07 Kindle: 21.92
Endorsements by Craig Rosenberg,
Chief Analyst, TOPO; Jesse Noyes
, VP of Product Marketing, Content & Communications, Kapost; Adrath Albee
, author Digital Relevance, Developing Content and Strategies that Drive Results; Jon Miller
, CEO and Co-Founder, Engagio.
The author of Driving Demand by Carlos Hidalgo discusses with the host Jim Obermayer why B2B lead generation and marketing in general has changed so dramatically. Carlos just doesn’t talk about the issues; he discusses how the transformation of the buyer is creating an upheaval in sales and marketing in departments. This interview discusses why CMO’s are under pressure to perform, why so many people in marketing are in different silos with so little connection to their salespeople. Frank talk from Carlos can make the most stoic marketing manager think about change as a necessary tactic for survival.
The first chapter, The Issues with Modern Demand Generation lays it out beyond the simple statement that 70% of the decision making is done by the time a buyer talks to a rep. Adapting the Lead Generation Process and Measuring for Success I found to be especially helpful. I also liked the Demand Process Glossary. Depending on your role in marketing you will find the chapters that pertain to you.
About Carlos Hidalgo Chief Executive Officer and Principal
Carlos is an innovative thought-leader with over 20 years’ experience as a B2B marketing practitioner and industry visionary. Carlos is widely recognized for his expertise in strategic integrated marketing, Demand Process, Demand Transformation℠ and marketing automation. As CEO and Principal of ANNUITAS, Carlos drives strategy and leads core practice teams to Transform Demand℠ for enterprise clients globally. Carlos has been named one of the 50 Most Influential People in Sales Lead Management for the last five years.
ANNUITAS is a demand generation and change management firm that helps B2B marketing and sales leaders at enterprise organizations build and execute demand generation that is more buyer-centric, revenue-optimized and operationally-minded. ANNUITAS delivers this via its Demand Process℠ methodology. ANNUITAS works with clients to determine their demand strategy and process, drives execution and then helps clients achieve self-sustainability and longer-term optimization.
Disclaimer: Annuitas is an SLMA Hi-Visibility Sponsor.