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Kanchan Belavadi

AMA: Snowflake Head of Enterprise Marketing, India, Kanchan Belavadi on Building a Demand Generation Team

May 7 @ 10:00AM PST
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Snowflake Head of Enterprise Marketing, India, Kanchan Belavadi on Building a Demand Generation Team
Top Questions
I’m the first Demand Generation hire in my company. What advice would you give to someone tasked with establishing this function in an existing business structure?
Kanchan Belavadi
Kanchan Belavadi
Snowflake Head of Enterprise Marketing, India • May 7
As you take charge of the function, * Start with understand the current landscape across the business and marketing – what is currently working, what is the need of the business, etc. * The next order of business would be to establish short term and long term goals. * Short term ......Read More
368 Views
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As a hiring manager, what do the best demand generation candidates have in common?
Kanchan Belavadi
Kanchan Belavadi
Snowflake Head of Enterprise Marketing, India • May 7
The biggest skill is an ability to learn. Learning and staying agile and relevant is extremely critical, as we operate in a highly evolving space, these day. Learning has become critical to stay abreast of not only the latest tech, but also of customers’ areas of interest. The next thing that go......Read More
397 Views
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What does your demand generation team org structure look like?
Kanchan Belavadi
Kanchan Belavadi
Snowflake Head of Enterprise Marketing, India • May 7
A demand gen team is extremely focused on revenue growth and all functions within demand gen should be lock in step to drive that growth. A basic structure to start would look like this: * Demand gen leader: Set the GTM strategy and direction * Content Creators: Build content across different......Read More
370 Views
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How do you communicate demand generation updates and activities to the rest of the company?
Kanchan Belavadi
Kanchan Belavadi
Snowflake Head of Enterprise Marketing, India • May 7
Alignment with sales is extremely critical for marketing to succeed. And alignment begins with communication. * Publish a marketing calendar in advance, where everyone can view the activities that are coming up, irrespective of their degree of involvement. This helps the broader team feel......Read More
344 Views
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How do you break down responsibilities and KPIs between demand generation and product marketing?
Kanchan Belavadi
Kanchan Belavadi
Snowflake Head of Enterprise Marketing, India • May 7
Product marketing focuses on more on product adoption and sales enablement related metrics, as well as content related metrics if they are actively creating content in that org. Product marketers focus on strategy, messaging and are actively involved in product launches. Demand gen teams are ver......Read More
363 Views
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What are the core roles you consider essential on a best-in-class demand gen team?
Kanchan Belavadi
Kanchan Belavadi
Snowflake Head of Enterprise Marketing, India • May 7
A demand gen team in today’s world cannot exist without a content creator and a digital/SEO lead. These form the core and other functions can be build around them. So if you are starting from scratch, hire these 2 roles before you move on to other roles. A content creator should be able to bui......Read More
387 Views
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