While many reputation activities have an impact on customer loyalty, market awareness, and brand perception, executives looking for a direct tie between these activities and revenue often minimize their value. In the highly complex, elongated sales cycles that define the b-to-b world, linking reputation directly to revenue is fruitless. Instead, the most effective way to demonstrate impact is to ensure that a significant portion of your reputation activity is linked to the creation of demand, a task that our research finds fewer than 50 percent of b-to-b organizations are actively undertaking.

In this on-demand webcast titled The Reputation Spectrum: Communications Driving Demand, SiriusDecisions will deliver a wealth of information about reputation management, including:

• Reputation-building efforts that can be used to seed and nurture demand creation
• The ways in which the convergence of social and traditional media are impacting the communications function
• The technology and services providers that can best streamline and optimize your reputation initiatives
• Measurements that are most appropriate to demonstrate the effectiveness of your reputation activities