DEMAND GENERATION

Roles Matrix

ROLES RESPONSIBILITIES PROCESSES TECHNOLOGY CONTENT METRICS

Revenue Accountability Budgeting & Planning Web Content Management (WCM) Thought Leadership Blog Revenue by Channel
Senior Management Staffing & Channel Management Reviews & Coaching CRM Systems Webinar Presentations Customer Lifetime Value, NPS
Reporting to CEO/Board Recruitment & Retention Marketing Automation Platforms Conference Keynotes Return on Customer (ROC)

Brand Strategy Marketing Budget WCM Platforms Data Sheets, Whitepapers Market Share, Profitability
Strategic
Digital Marketing Strategy Agency Management Content Marketing Platforms Competitive Analysis Brand Equity
Communications
Social/Mobile Marketing Strategy Communications Management Social Media Platform Case Studies/Testimonials Content Usage

Demand/Lead Gen Strategy Advertising/Sponsorship Marketing Automation/Email Advertising/SEO Campaign ROI, Email Metrics
Demand Generation Inbound/Outbound Marketing Lead Generation Event Management Platforms Email Campaigns Marketing Qualified Leads
Sales Opportunity Management Tradeshows & Webinars Marketing Apps Platforms Webinars Contribution to Pipeline

Web Content Management Content Creation WCM, MA, & Marketing Apps Website & Blogs Content Views, Links Earned
Content Marketing Content Marketing Campaign Analysis Blogging & Video Marketing Whitepapers, eBooks Content Conversion
Content Distribution Content Scoring Content Marketing & Distribution Infographics, Podcasts, Videos Content Published

Virtual Events Online Event & Booth Design Event Marketing & Management Event Presentations & Webinars Webinar & Content Views
Event Marketing Webinars & Webcasting Audio/Video Web Conferencing Survey & Chat Platforms Virtual Environments Host & Sponsor Booth Visits
Conferences & Tradeshows Meeting Recording & Publishing Marketing Apps Platforms Promos & Marketing Collateral Avg. Time Spent in Environment

Search Engine Optimization Site Monitoring, Keyword Search WCM Platforms Keywords, Meta Content, & Tags Keyword Performance
SEO Management PPC & Paid Search Link Management SEO Platforms PPC Conversion Copy Links & Backlinks
Organic Search Page Optimization, Analytics Web Development Platforms Landing Pages Traffic & Conversion Metrics

Campaign Management Campaign Development CRM, MA, & Email Platforms Campaign & Advertising Content Campaign ROI, Email Metrics
Campaign Manager Online Advertising Monitoring & Measurement Online Advertising, Marketing Apps Email & Social Content Marketing Qualified Leads
Account-based Marketing, Sales Advertising Management Predictive Analytics Campaign Budgets Contribution to Pipeline

Database Marketing Product & Program Launch CRM & Marketing Automation Sales Sheets Avg. Revenue per User
Product Manager Marketing Apps Product Positioning Marketing Apps Platform Sales Presentations Avg. Order Value
Analytics & Metrics Product & Program Assessment Dashboard, Predictive Analytics Competitive Analysis Conversion & Renewal Rates