AMA: Addigy Director | Head of Marketing, Laura Lewis on Building a Demand Generation Team

The best candidates do a few things during the interview process: They answer the question asked, with specificity. Don't stay theoretical in your answers - choose a specific project you worked on and explain that project and what you did in your answer. They ask thoughtful questions. These questions show that they are thinking about the business and the role. It could be anything from current campaigns, to team structure, to average deal sizes and revenue targets. They are humble and willing to ...Read More

Today, we have 2 people on our team: one dedicated to new business and one dedicated to customers. In the past, I have structured Demand Generation in other ways - from regional support, to regional + global coverage, to functionally based on channel. The most important thing will be to find what works best for your company and your business model. It is normal, however, to start with one or two "full stack" marketers who are responsible for all channels and the associated project management. As ...Read More

Partnering with other internal departments is incredibly important for success in marketing. You should be meeting with your counterparts on other teams regularly. Some topics to discuss and stay aligned on: With Sales - How is pipeline build looking? Are leads converting the way you expect? Are there gaps to reaching targets currently? What are reasons opportunities are being closed lost today? With CS - Are retention numbers on track? Are there key feature or other requests from customers? Are ...Read More

Key processes you should implement when expanding a marketing team mostly align around good project management: Creating a marketing calendar. You want to ensure that you don't overlap communications. Creating a calendar to track email communications, content releasing, webinar schedules, etc, becomes critical. The calendar should note which channel the communication is on, as well as which segment of people will receive it. Campaign creation templates. When launching a campaign, you're going to ...Read More