What can a GDD plan bring to your B2B company?

Are you in the business-to-business (B2B) world? If so, you know there is one key: B2B marketing must and needs to generate demand.

However, according to different studies B2B company carried out with Latin American companies, only 30% of B2B companies have documented their Demand Generation (GDD) plans.

Looking at this data, we ask ourselves… What is the use of a formal and documented GDD plan?

Why create a B2B demand generation plan?
First things first: before we answer whether it is useful to document it, let’s think about why it is useful to think about a B2B Demand Generation plan.

I’ll give you some pros of having it:

Demand generation is at the B2B company heart of any B2B marketing strategy, and in the B2B business world it is especially important to keep your company top of mind with potential customers.
The planning process is an excellent excuse to make the different areas of the company work as a team, in pursuit of a common goal (selling more)
When you have a plan, you have clear guidelines to communicate to work teams, coordinate efforts, and establish monitoring metrics.
And what would happen if you decide not to take the time to create a plan?

Without a Demand Generation plan, your company may make the mistake of undertaking isolated actions, depending on the ideas of those who promote them, without a clear and agreed-upon guideline, in line with business objectives.
Without a plan, there is no connection between marketing efforts and business goals.
The lack of a plan demotivates teams, creating the feeling of “not knowing why we are doing things.”
What are the differences between having a documented plan and not having one?
Studies also show that in many cases (more than 40%) companies follow a strategy, even if it is not documented. That is, there is no formal plan, but there is a strategy that is generally in the head of the leader, who is the one who gives the guidelines.

To think in this sense, it is useful to think about some key variables of marketing management and analyze them in cases where there is a documented plan and where there is not.

With a documented strategy

Without a documented strategy
Your entire sales, marketing and business development team can access the strategy, understand it and develop their own specific lines of action. Your team members do not have a global vision of the strategy and necessarily depend on the leader to understand what they are doing, what they should do and why..
-Communication becomes more complex.
-The possibility of misunderstandings increases.
Your company can be clear about how much it will (potentially) invest over a period of time and what results it can expect from that investment.
It can also establish metrics that allow recent mobile phone number data it to analyze those results and compare what is projected with what is real.

Although there are some objectives and metrics

These are not known by the when a person has analytical skills entire team, nor is there clarity about the investment and what is expected of it.
Your company takes the time to think about and awb directory develop a clear, compelling, differentiated and original communication strategy and value proposition. Your company is managing communication according to what arises at each moment, generating in many cases the sensation of a changing brand, with little personality, without a clear message.

Conclusions:

In conclusion, documenting your B2B Demand Generation Plan may represent a little more work at the beginning, but it undoubtedly represents great advantages in the medium and long term.

The most important advantages can be summarized as follows:

Better use of investment.
Savings from reduced errors and learning curves.
Better use of work teams.
More fluid communication between company areas.
Empowerment of work teams.
Clear guidelines on the company’s objectives.
Greater ability to measure and therefore to make decisions.