AMA: Addigy Head of Marketing, Laura Lewis on Stakeholder Management

Success in Demand Generation is the same as business success - revenue. DG is, however, in a position to track and influence the results of many different leading indicators that come before revenue. Things like: New contacts engaging with the brand Hot leads / people who want to talk to sales Sales meetings scheduled Sales opportunities opened A while back, it was more common for DG to be measured only on top-of-the-funnel metrics, such as leads. However, just because someone is a lead does not ...Read More

In a small start-up, DG will likely be working very closely with leaders of Sales and Customer Success, as well as within Marketing to ensure that leads pass to the sales team, the website is updated, and campaigns have well thought out messaging and engaging designs. These marketing roles may not fall into dedicated functions at this point in time. As the company grows and functions get built out more, the size of all of these teams will change. Depending on your level, you will still be workin ...Read More

Successful partnerships are built by listening, learning, and collaborating. Ask a lot of questions, especially when joining a new organization. Understand what this person is responsible for, the current projects they are working on, their goals and challenges. Don't be afraid to ask more questions about the details if anything is unclear or if you don't feel that you could explain the specifics to someone else later. Ask for material to read as a follow-up, and actually read it. As you're lear ...Read More

In the case where you are new to an organization and trying to improve the relationship with another team there are three things to do first. Listen - Ask a lot of questions. Understand what the function is responsible for, the current projects they are working on, their goals and challenges, and what went wrong in the past. Learn - Don't be afraid to ask more questions about the details if anything is unclear or if you don't feel that you could explain the specifics to someone else later. Ask f ...Read More

This has changed depending on the company I've been a part of, and the strategy of that company. I've seen a few models, which have included: Global Demand Generation & Regional Field Marketing - Demand Generation is responsible for overall, global marketing for products, while Field Marketing is focused on specific regions, dedicated to localizing campaigns and handling in-country events. Demand Generation & Account-Based Marketing - Demand Generation is focused on a 1:Many approach, us ...Read More