AMA: Calendly Head of Demand Generation, Mindy Servello on Demand Generation Strategy
January 31 @ 10:00AM PST
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Calendly Head of Demand Generation, Mindy Servello on Demand Generation Strategy
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Mindy Servello
Calendly Head of Demand Generation • January 31
Before going to market, I believe any strong demand generation practitioner or leader needs the segmentation, targeting and positioning (STP) crafted. An STP is a three-part formula to help marketers segment their audience, target the right buyers and/or influencers and position their solutions i......Read More
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Mindy Servello
Calendly Head of Demand Generation • January 31
When creating a GTM strategy for a SLG company, demand generation should be pulling in sales, marketing leadership, solution marketing, content marketing and potentially others depending on the business structure. Once there is an STP crafted (see other question on strategy) between demand gener......Read More
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Mindy Servello
Calendly Head of Demand Generation • January 31
Before getting to results, there should be an expectation set with the demand generation team that everything must have a hypothesis crafted before going to market. Then you report on that. I have found many marketers do not do this foundational step which can result in just doing work for works......Read More
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Mindy Servello
Calendly Head of Demand Generation • January 31
When creating a go-to-market strategy, first follow the data to nail down the bread-and-butter channels that produce the results needed. From there, back out of your goals (ex: ARR through leads) to understand how much investment (whether time or money) you need to make in order to hit your goals......Read More
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Mindy Servello
Calendly Head of Demand Generation • January 31
Test, test, test. Have those fundamental channels built out so that you feel confident you can hit your ARR/pipeline goals with them alone and always save a bucket or time/money to experiment. That is the only way you'll learn what work for your business, stay relevant and push the business forwa......Read More
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Mindy Servello
Calendly Head of Demand Generation • January 31
This truly depends on business goals. I typically have seen business goals broken out by both net new business and expansion. I consider weight of the ARR/pipeline goals per motion when planning out my team's time, strategy and budget, but it isn't the only factor to consider. There are so many a......Read More
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Mindy Servello
Calendly Head of Demand Generation • January 31
Trust is just as vital in B2B as it is in B2C. I think trust is built with many factors and having a great corporate marketing function greatly helps, but one main driver that demand generation can focus on is validity. Specific third-parties and customers are great for showcasing your organizati......Read More
567 Views
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How do you balance demand gen targets against sales quotas and company-wide revenue goals?
Related to demand gen / sales alignment, specifically thinking about aligning quarterly targets and demonstrating Demnad Gen's contribution to revenue
Mindy Servello
Calendly Head of Demand Generation • January 31
When it comes down to it, revenue goals are what demand generation targets should be based off. When it comes to sales quotas, it's important to keep tabs on them because it signals the health of the sales organization which demand generation should always have a pulse on. When there is a terri......Read More
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