AMA: Asana Head of Revenue Marketing, Jessica Cobarras on Demand Generation Skills

For marketers transitioning into Demand Generation, the key is to demonstrate a strong grasp of marketing fundamentals and a strategic mindset. Start by showcasing your understanding of marketing channels, the funnel, and key Demand Generation metrics like conversion rates, pipeline contribution, and ROI. Employers want to see that you can think both analytically and creatively when executing campaigns. Leverage your existing marketing experience to highlight relevant skills. For example, if you come from product marketing, emphasize your expertise in messaging and positioning—both critical for demand programs. If your background is in content marketing, illustrate how storytelling and content strategy play a role in lead generation. Understanding how different marketing functions collaborate to drive demand is a huge advantage, so demonstrate your ability to work cross-functionally to execute campaigns. Creativity is also essential. Be prepared to discuss how you would activate a campaign in the market, optimize performance, and scale results. Employers value candidates who can not only strategize but also roll up their sleeves to get things done. Finally, show initiative by familiarizing yourself with Demand Generation best practices, tools (such as marketing automation platforms and CRM systems), and emerging trends. Demonstrating a proactive learning mindset will reinforce your ability

Soft skills are more critical when joining a new team, especially in Demand Generation, where collaboration is key. This role requires working cross-functionally with product marketing, creative teams, operations, sales, and paid media, making the ability to lead through influence essential. Strong candidates can build alignment, negotiate effectively, and rally teams behind a shared vision. Emotional intelligence plays a major role in success. Reading the room, understanding team dynamics, and adapting communication styles help drive initiatives forward. Executive presence is equally important—engaging confidently with marketing leaders and sales stakeholders fosters credibility and ensures buy-in on strategic initiatives. While technical skills are valuable, they can be taught. Core Demand Generation competencies, such as campaign execution, analytics, and optimization, can be learned over time. However, soft skills like leadership, collaboration, and adaptability take longer to develop. A candidate with strong interpersonal skills can quickly gain the necessary technical expertise, but even the most technically skilled professional may struggle without the ability to navigate team dynamics and stakeholder relationships.

It’s crucial for Demand Generation professionals to see how their contributions align with larger company goals and strategy. This fosters a sense of purpose and keeps them invested in the organization’s success. Given the cross-functional nature of the role, offer senior team members the opportunity to lead strategic workstreams rather than being limited to tactical execution. This not only increases their impact but also enhances their leadership skills and long-term career prospects. To retain top Demand Generation talent, provide a clear career path with opportunities for growth. Ensure they are continuously challenged with stretch projects that expand their skill set and keep them engaged. While empowerment is key, leadership must also offer necessary support and “air cover” to help them navigate obstacles effectively. By fostering growth, empowerment, and strategic involvement, you create an environment where top talent feels valued and motivated to stay.

The best Demand Generation candidates possess a unique blend of strategic thinking, creativity, and executional excellence. They deeply understand the product, messaging, and audience, enabling them to craft compelling go-to-market strategies. Creativity is key—they generate innovative ideas to activate campaigns and drive engagement. I was once tasked with building a campaign for a software product we were selling in the Retail space. To activate this beyond the run of the mill webinar and content, we decided to take over a luxury retail store in SoHo during fashion week. We hosted top customers for an exclusive shopping experience and a live interview with the famous designer that we also streamed online and amplified on social media. Because this was such a unique and memorable activation, we were able to close business and also drive awareness. In addition, a strong grasp of channel strategy and optimization is essential. These candidates know how to leverage paid media, content, email, events, and other channels effectively, continuously testing and iterating for performance improvement. They are resourceful and scrappy, thriving in fast-paced environments where they must do more with less. Beyond tactical execution, top candidates are natural leaders who can align cross-functional teams, collaborating seamlessly with product marketing, creative, field marketing, and sales. Their high emotional intelligence (EQ) allows them to navigate pressure with composure, influence stakeholders, and drive alignment across departments. Being data-driven is non-negotiable. The best candidates don’t just execute campaigns—they analyze performance metrics, extract insights, and refine strategies based on data. They understand pipeline impact, revenue contribution, and how to optimize for business outcomes. Ultimately, the strongest Demand Generation professionals balance analytical rigor with creativity, strategic vision with hands-on execution, and leadership with adaptability. Their ability to connect the dots between messaging, channels, data, and cross-functional collaboration makes them invaluable assets to any marketing team.

I personally started my career as an entry level contractor at Salesforce, where I worked for 17 years and had 12 different roles. By the time I left, I was a Senior Vice President overseeing a large department that consisted of multiple functions and business units. My high level advice for anyone is to stay curious and slightly uncomfortable – because that will keep you learning and engaged. For recent graduates looking to start a career in Demand Generation, the key is to embrace continuous learning and adaptability. Demand Generation is a multifaceted field that touches many areas of marketing—paid media, content, email, field marketing, and analytics—offering exposure to a wide range of skills. This variety makes it an excellent starting point for those eager to develop a well-rounded marketing foundation. Early in your career, be open to taking on tasks beyond your immediate job description. In an entry-level role, saying yes to new challenges—whether it’s campaign execution, data analysis, or content development—can accelerate your growth. The more you immerse yourself in different aspects of Demand Generation, the more career pathways you create for the future. Since Demand Generation is both strategic and executional, building both soft and hard skills is crucial. Develop analytical skills to understand campaign performance, but also refine communication and collaboration skills to work cross-functionally. Being proactive, resourceful, and willing to experiment will set you apart. Finally, seek mentorship and stay curious. Follow industry trends, ask questions, and leverage every opportunity to learn from experienced marketers. Over time, this broad experience will help you identify your strengths and areas of interest, positioning you for long-term success in marketing. By staying open-minded, taking initiative, and continuously learning, you’ll set yourself up for a thriving career in Demand Generation and beyond.