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Influencing the C-Suite
Marketing Ops / Demand Gen Alignment
Product Marketing / Demand Gen Alignment
Sales / Demand Gen Alignment
Stakeholder Management
Demand Generation Stakeholders
5 Answers
Tamara Niesen
WooCommerce CMO • December 5
Understand how each of you are wired. Personality tests are helpful here, especially as it relates to how someone makes decisions, and how they like to receive or give feedback. And then, I prefer to rip off the bandaid, meet face to face (screens are okay too) and share objective feedback. If yo......Read More
665 Views
4 Answers
Kathy O'Donnell
Gong EMEA Marketing Director • December 20
As an EMEA-based marketer working for a US-based company, building successful partnerships across the wider marketing org has always been critical to my success and that of my team. Whether that be partnering with the centralised paid search team to drive successful search campaigns, influencing ......Read More
1070 Views
4 Answers
Erika Barbosa
Counterpart Marketing Lead • January 18
I’m going to approach these questions from the perspective of a product-led growth (PLG) startup (my current position). The reason for this is because I could answer this question in several ways based on many factors. This will help me not have to just say, “it depends”. :) If you are curious ab......Read More
345 Views
7 Answers
Jessica Gilmartin
Calendly Chief Marketing Officer • August 18
I love this question. When you’re a small company, the stakeholders are a pretty small group: You’ll work with a small number of sales reps who generally serve similar customer groups and operate using the same sales strategy. As a result, the type of demand gen work you have to do is generally p......Read More
2935 Views
7 Answers
Abhishek GP
Freshworks Senior Director - Global Demand Generation • July 27
My role evolved as the organization grew from $100 mil ARR to ~4X the size today. In earlier days, our GTM motion was primarily PLG. I was measured on Qualified Traffic as a leading KPI, and Trial volume and Sales CVR% as the lag KPIs. Today, we have a twin GTM engine - PLG & Direct Sales model. ......Read More
1659 Views
5 Answers
Erika Barbosa
Counterpart Marketing Lead • May 14
Both virtual and live events have their own advantages and disadvantages. While I believe that live events will always be favored due to the level of connection and engagement they provide, there is still a place for virtual events as well. That being said, virtual events can offer better ROI due......Read More
2962 Views
6 Answers
Tamara Niesen
WooCommerce CMO • December 5
This is a bit tricky, especially if the feedback provider is an exec. One of the tactics that has helped me in the past is to outline what is in scope versus what is not. Be clear on this and have your approvers align to it. When suggestions that are out of scope and could impact your timelines, ......Read More
950 Views
3 Answers
Erika Barbosa
Counterpart Marketing Lead • May 2
If I could give my younger self advice on influencing the C-Suite, I would recommend the following: * Speak their language (not yours). Their time is very limited. * Speak to their priorities (not yours). Don't get into details that they don't care about. * Know your numbers inside and......Read More
652 Views
3 Answers
Erika Barbosa
Counterpart Marketing Lead • May 1
The main mistake that demand generation managers make when trying to influence the C-Suite is focusing too much on tactics and metrics instead of the business outcomes that matter most to executives, such as revenue and profitability. When demand generation managers fail to speak the language ......Read More
428 Views
2 Answers
Erika Barbosa
Counterpart Marketing Lead • May 10
In order to influence the C-Suite to get more resources, your case has to be backed by data and a clear story on how it will support the desired business outcomes. While this has always been the case, it is even more so in today’s economy. Here are some tips to start with: * Identify the need ......Read More
595 Views