How one company’s disciplined, targeted approach to demand generation delivered big results

All leadership says the same thing to their salespeople: “We want you to be successful.” Because when salespeople are successful, a company realizes that success through predictable revenue streams and increased profits.
Leaders want to help their salespeople achieve goals but many leaders either don’t invest enough time up front or they don’t know how to do so in a manner that will pave the way for the most success.
Let’s flash back almost two decades now. JD Edwards, then one of the top three or four providers of enterprise software, was reaching a critical juncture. The previous 18 months had seen investments in lead generation stop, all existing leads dry up and revenue drop by $200M. Something needed to change.
Through what we labeled the “Revenue Delivery System,” JD Edwards sales and marketing leadership invested in a strategic approach to drive demand generation and equip the sales team to effectively sell to