AMA: Dovetail Head of Demand Generation, Venus Picart on Demand Generation KPI's

The answer to this question is bit tricky. The truth is, you don’t fully get past the uncertainty—but you can approach it in a structured way to reduce ambiguity and set realistic, adaptable goals. Here are a few strategies that might help: Be comfortable with the known unknowns.Understand that uncertainty is part of the process when entering new markets. Acknowledge what you don’t know, and frame your initial KPIs as a starting point rather than fixed benchmarks. This mindset will help you and ...Read More

Congratulations on this exciting opportunity! What a wonderful opportunity and an exciting ride that you're about to embark upon. As someone who has been in a similar position, here’s some of my advice: Don’t underestimate the work culture.Demand Generation is a structured discipline, often relying on data, metrics, and a systematic approach to driving leads and revenue. Your colleagues with creative or brand-focused marketing backgrounds might find this way of working unfamiliar. Take time to u ...Read More

I hesitate to use the word "worst" because, in most cases, KPIs aren’t inherently bad—they’re often just "less optimal" depending on the context, goals, and how they’re used. That said, there are definitely KPIs that can lead you astray if you're not thoughtful about their relevance to your objectives or the limitations of your organization. Here's some KPIs I would be wary of: "Big Swing" KPIs These are ambitious, high-reaching goals that aim to inspire teams and generate excitement—think "doub ...Read More

The process I use to determine which metrics to hold demand generation accountable for can be summarized into four key steps: 1) Assess the Current Situation Go on a listening tour: Speak with key stakeholders across marketing, sales, and customer success to understand how demand generation is currently perceived and what outcomes they expect. Gather insights into past campaigns, successes, and failures to build a baseline understanding. Gather tribal knowledge: Learn from team members with hist ...Read More