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Building a Demand Generation Team
Demand Generation KPI's
Establishing a Demand Generation Function
Demand Generation Team
9 Answers
Moon Kang 🚀
Showpad Director of Digital Marketing & ABM • January 10
1. Cost per $1 of pipeline I see a lot of teams simply focus on cost per lead, then cost per opp, then cost per closed won -- but when you look at cost per $1 of pipeline, or even better, cost per $1 of annual recurring revenue, you will start to understand how efficient your demand gen machine ......Read More
1417 Views
7 Answers
Sheena Sharma
Heap Vice President, Marketing Acquisition & Growth • August 24
* I ran a training for my team on this earlier this year! Here's an abridged version (feel free to reach out to me via LinkedIn if you want the full deck): * What do we mean when we say “project-specific KPI”? * As we develop quarterly plans, or kick off specific strategies, we ......Read More
2101 Views
5 Answers
Sheena Sharma
Heap Vice President, Marketing Acquisition & Growth • August 24
* I love this question! * I think it is really important to make sure that you have alignment on a few key things before you start any project or initiative: * Context * Objective * Strategies * KPIs * Primary * Secondary * Out of scope * DACI (Drive......Read More
975 Views
5 Answers
Moon Kang 🚀
Showpad Director of Digital Marketing & ABM • January 10
Own all of the lead generation because no one else can do it besides DG. Have a stake in opportunity creation (% of your pay with accelerators), pipeline generation, and inbound revenue. I would not own organic social media and only ask to own SEO if you have a dedicated head or agency for it......Read More
808 Views
4 Answers
Sheena Sharma
Heap Vice President, Marketing Acquisition & Growth • August 24
* I'd think about how you can leverage agency and contractor resources to get more out of your small team. * Then I'd also look at the maturity of the marketing program: * Do you have a decent database of leads, and the goal is activating that database and driving MQLs and SQLs? If......Read More
1329 Views
8 Answers
Monica Myers
Lattice Director of Demand Generation • August 24
My number one tip when building or scaling a Demand Gen function and team is to ensure that there is a clear path to measureable outcomes and impact across the DG team. While understanding impact and building a sense of accountability is important for all marketing functions, it's critical for De......Read More
2628 Views
6 Answers
Erika Barbosa
Counterpart Marketing Lead • December 21
In order to prioritize needs/deliverables you first have to understand the associated goal(s). Based on this, you can work backwards to better understand what will drive the desired outcome. It’s easy to quickly become overwhelmed as the one demand generation manager. Prioritization is key. As......Read More
2313 Views
3 Answers
Erika Barbosa
Counterpart Marketing Lead • December 21
I recommend structuring a 30-60-90 day plan with clear timelines and goals. This will look different at an established org versus a start-up. This may also look different depending on the full scope of the role. That being said, let’s dive in: * 30 days: The first 30 days are about getting to k......Read More
1791 Views
2 Answers
Andy Ramirez ✪
Docker SVP, Growth Marketing (CMO Role) • May 3
Timebox input and quantify the impact. Art, music, and marketing are totally subjective. Not every thing is going to work for everyone, and not everyone's subjective opinion is universally applicable. When possible while building campaigns, websites, videos, events, whatever, be clear with any......Read More
888 Views
2 Answers
Andy Ramirez ✪
Docker SVP, Growth Marketing (CMO Role) • May 3
I recently posted that I haven't seen anything capture the publics imagination like ChatGTP since the first iPhone was announced. I'm tempted to say that generative AI has surpassed even that in the buzz and hype it's created. That seems well deserved however, it is already impacting demand in a ......Read More
1171 Views