Visualization process on demand generation

1. Challenge

I work in a professional service Company and my mission is to improve the demand generation and  selling process within the company itself.  Improving this process means improving the number of leads generated from each action and  eventually improve the global success rate of the process (number of closed contracts).

2. Selection

As a first step, I began thinking what is the best tool to understand the whole process, demand  generation is a kind of sequential process with data flowing between several actors.   I thought that the best tool was to draw data flow information diagram in which all the actors are  represented.     I think it is the best way to understand the problem we are facing and a very good and interactive way to  add new steps or variants to flow.     One diagram is faster to make compared to a wordy document that nobody will read.  At the end, once diagram is finished, people from the different areas can easily understand the flow and  find possible way to improve it.  Every time we try to explain the diagram to different people can cause many different points of view about  the problem.     Involving all the different actors in the process and drawing a complete vision from all of them, one  problem, different points of view, different opinions, and different pains, to achieve common solutions.    This is the first step to carry out before attempting to identify and define possible solutions to the  problem.  If this tool is used correctly it can be used in the subsequents stages (What-If, What-Wows, and What- Works) as a starting point.

3.  Application

I start the process studying the existing material and trying to understand the demand generation and  sale process   I use existing material to develop the process the existing material are procedural documents, training  materials and marketing materials.   I include also some statistics about the demand generation process:  Number of actions, leads  generated, opportunities, closed contract. All this information is  available in the company.  Once the diagram is ready I copy the picture on my iPAD so it can be easily stored projected  and  transmitted     For the activity, I took some people involved in the selling process each representing a role in the lead  management process.

Each member receives a copy of the initial process diagram and all of them will see the diagram  projected to the wall, so they can interactively draw on directly using my IPad, or use post it notes to  make comments.      I give them three-four questions to answer, such as:

  Is the lead generation and selling process represented correctly?     What would you change about the diagram to make it more representative?

  What are the key relationships that between people and areas that drive the process?

  What other problems are you facing while trying to map the selling process to this diagram?

I give them some minutes to discuss the questions and mark up the diagram.      After the whole interviews are finished I can make a resume of all different meeting and create a  common view.

4. Insight

Using this exercise meeting people are guided to reflect into the process that are following every day  and it will help them on understanding of the problem they are working to solve.     During this meeting there is a mix of mutual learning process:

-  I will get a deeper understanding of the process

-  They organize their mindset on the demand generation process

This mix of mutual learning process is called as shared insights and shared learning.    The global vision of the different diagram layers gives the diverse group of involved people a focal point for  discussion that allows them to share their point of view and this is the first step in detecting potential root  causes of their problems.     Stakeholder involved in the leading process every day now they can see the process itself from a different  point of view and get new perspective: they  focus and actively participating in the idea.   They can quickly identify where they are in the diagram – or if they are missing and if they are missing  something.

5. Approach

I will always prefer a visualization tool in the future to begin a DT process:

1. It is very fast and direct.  2. The diagram helps to identify the whole process in detail   3. It is a perfect starting point and will be the common base for the next steps.

After saying that I must point out that there are a lot of visualization tools that can be chosen: straw man  graphic, flow chart like diagram, information flow diagram, etc.   There is no perfect diagram for representing any kind process, depending on the kind of challenge and  process to analyze I would choose one type of diagram rather than other.


Visualization process on demand generation 1 . Challenge I work in a professional service Company and my mission is to improve the demand generation and selling process within the company itself . Improving this process means improving the number of leads generated from each action and eventually improve the global success rate of the process ( number of closed contracts ) . 2 . Selection As a first step , I began thinking what is the best tool to understand the whole process , demand generation is a kind of sequential process with data flowing between several actors . I thought that the best tool was to draw data flow information diagram in which all the actors are represented . I think it is the best way to understand the problem we are facing and a very good and interactive way to add new steps or variants to flow . One diagram is faster to make compared to a wordy document that nobody will read . At the end , once diagram is finished , people from the different areas can easily understand the flow and find possible way to improve it . Every time we try to explain the diagram to different people can cause many different points of view about the problem . Involving all the different actors in the process and drawing a complete vision from all of them , one problem , different points of view , different opinions , and different pains , to achieve common solutions . This is the first step to carry out before attempting to identify and define possible solutions to the problem . If this tool is used correctly it can be used in the subsequents stages ( What - If , What - Wows , and What- Works ) as a starting point . 3 . Application I start the process studying the existing material and trying to understand the demand generation and sale process I use existing material to develop the process the existing material are procedural documents , training materials and marketing materials . I include also some statistics about the demand generation process : Number of actions , leads generated , opportunities , closed contract . All this information is available in the company . Once the diagram is ready I copy the picture on my iPAD so it can be easily stored projected and transmitted For the activity , I took some people involved in the selling process each representing a role in the lead management process . Each member receives a copy of the initial process diagram and all of them will see the diagram projected to the wall , so they can interactively draw on directly using my IPad , or use post it notes to make comments . I give them three - four questions to answer , such as :  Is the lead generation and selling process represented correctly ?  What would you change about the diagram to make it more representative ?  What are the key relationships that between people and areas that drive the process ?  What other problems are you facing while trying to map the selling process to this diagram ? I give them some minutes to discuss the questions and mark up the diagram . After the whole interviews are finished I can make a resume of all different meeting and create a common view . 4 . Insight Using this exercise meeting people are guided to reflect into the process that are following every day and it will help them on understanding of the problem they are working to solve . During this meeting there is a mix of mutual learning process : - I will get a deeper understanding of the process - They organize their mindset on the demand generation process This mix of mutual learning process is called as shared insights and shared learning . The global vision of the different diagram layers gives the diverse group of involved people a focal point for discussion that allows them to share their point of view and this is the first step in detecting potential root causes of their problems . Stakeholder involved in the leading process every day now they can see the process itself from a different point of view and get new perspective : they focus and actively participating in the idea . They can quickly identify where they are in the diagram – or if they are missing and if they are missing something . 5 . Approach I will always prefer a visualization tool in the future to begin a DT process : 1 . It is very fast and direct . 2 . The diagram helps to identify the whole process in detail 3 . It is a perfect starting point and will be the common base for the next steps . After saying that I must point out that there are a lot of visualization tools that can be chosen : straw man graphic , flow chart like diagram , information flow diagram , etc . There is no perfect diagram for representing any kind process , depending on the kind of challenge and process to analyze I would choose one type of diagram rather than other .