AMA: Databricks Senior Group Manager, Demand Generation, Kayla Rockwell on Scaling a Demand Generation Team

There will likely be a crossover in a few KPIs between DG and PMM. This however is not a bad thing, it ensures your PMM counterparts are invested in making sure GTM activities are successful. For example both groups might take an opportunity target. For DG this is our bread butter. For PMM it helps drive behavior around not just putting assets and programs into market but marking sure they are helping to drive quality leads all the way through the funnel. PMM will likely focus on, to name a few: ...Read More

This is a tricky one as the business can often communicate all of these features and products are equally important. In reality it often creates too many messages for your audience if you try to go after them all at the same time, not to mention it will quickly burn one to two people out! Consider spending time with product marketing to map out a focus over the next quarter or two. Really force the conversation around prioritization. Pick a product or two or combo of features and ladder them up ...Read More

A team of one has the opportunity to lay the foundation for a solid demand generation function. That being said, it's important to ensure a thoughtful and scalable approach. You'll need to choose 1 or 2 main KPIs to impact, you should work with sales and PMM to form a point of view. You might choose traffic and form fills to start depending on the maturity of your business. Or you might choose MQLs and Opportunities. Once you have your KPIs chosen you can begin crafting the right mix of programs ...Read More

The best candidates have a ruthless attention to detail, this is by far the most important trait in my view. Without it planning, managing, executing, and scaling campaigns becomes nearly impossible. Additionally stellar demand gen team members understand the importance of building true cross-functional relationships. I encourage new members to take the first half of all regularly scheduled 1 on1s to chat about non-work related things, and really get to know your PMM, MOPS, web, paid counterpart ...Read More

Use Data. Data is often the best way to help show people a new path forward. I like to say data democratizes the decision making process. It helps ensure everyone has a seat at the table, not just the loudest or most senior voice in the room. Data alone is not enough. You’ll need to ensure you have carefully planned out the story you want to tell. A succinct well done strategy will have a clear ‘so what’ and will use data to back up the points, culminating in a singular recommendation. You have ...Read More

Communication to the broader department or company (depending on size) is key. I often find long emails or slack chats with updates get lost in the shuffle. Holding a standing meeting may be a better route. Find a cadence that works (weekly, monthly, or quarterly), create a consistent agenda so folks know what to expect, and make it fun. We award a 'beast mode' at the end of each meeting to a cross functional team member who has gone above and beyond. This helps to drive attendance folks want to ...Read More

A team of one has the opportunity to lay the foundation for a solid demand generation function. That being said, it's important to ensure a thoughtful and scalable approach. You'll need to choose 1 or 2 main KPIs to impact, you should work with sales and PMM to form a point of view. You might choose traffic and form fills to start depending on the maturity of your business. Or you might choose MQLs and Opportunities. Once you have your KPIs identified you can begin crafting the right mix of prog ...Read More