If marketing is about enabling distribution from the conditions of the firm and its external environment, demand is about converting supply across the partitioned distribution (multi visits) helmed by humans, automation, and AI on the field.
If targets are in contact, it is the Demand Manager’s job to move the contact towards supply, that is move towards sales (to be managed at source or inventory). They do this through multiple visits.
The other part of DM is manifestation. Manifestation of knowledge and information into messages. These messages are again manifested to match medium and delivery options. And if a strategy of involvement over time has to be made, they help create it.
The job of PMM is to make DM feel they can be successful, and of DM is to make customers feel they can be successful.
Notes:
- Customer segmentation needs to be understood by DG if they have to drive results for each.
- They say: It’s not so easy to measure DG, and companies might be doing so over months or more.
- They claim: Channels are used at multiple funnel points, making measurement and investment decisions hard.
Article
Strategy is more important in All Demand than Results, that is to say, The set of Results over time are more important than results at any instant.
