AMA: Atlassian Sr. Director: Head of Global Lifecycle Marketing, Teamwork Foundations (Self-serve & High Touch), Ami Denman on Demand Generation KPI's

Demand gen is about driving leads to sales while growth marketing is about the entire customer journey from acquisition to purchase and often with a lot of experimentation

Good question. Traditionally, demand gen has meant telling people about your funnel and filling the top of the funnel. In more recent times, it's evolved to focus on lett...

Yes, definitely - the key is focusing on really focusing on leveraging owned and earned channels like influencer partnerships, strong content, community building and lev...

Attribution tools:HubSpot/Salesforce - tracks lead source through the funnel with specialized tools like Bizible or Dreamdata to track more complex multi-touch journeysCh...

Leading: Traffic to high-intent pagesEmail engagementDemo requestsLagging: SQLs generatedPipeline influencedCustomer acquisition cost (CAC)Content-specific: Time on pageC...

Start with industry standards mixed with any data you have reflecting your unique circumstances. Forecast goals for the next 2 to 3 quarters with the expectation that you...

MQLs - can be gamed and meaningless without context. In other words, you can have a ton of leads but if their conversion rate is low, it doesn’t matter how many you have. 

My experience is setting targets against Marketing Influenced Pipeline. Typically Marketing Influence is 60-70% of pipeline. Pipeline coverage ratio = how much total pipe...

Work backwards from revenue and then hold the team accountable for one to two steps from revenue and is still within their influence - likely SQLs or pipeline contributio...

Pipeline Velocity - many focus on getting leads into the funnel but it’s also valuable to help get those deals to close faster!