AMA: Heap Vice President, Marketing Acquisition & Growth, Sheena Sharma on Demand Generation KPI's

Yes! I actually had this experience for a few years. We had a pretty healthy ad budget as a business, but the focus wasn't specifically on the sales funnel. It was more ...

I'd think about how you can leverage agency and contractor resources to get more out of your small team. Then I'd also look at the maturity of the marketing program: Do...

These are the core OKRs that I've tracked in various forms throughout my demand generation career: Objective: Drive pipeline Key Results: Raw volume merics: Leads: Ne...

In a self-serve world, you don't have the traditional sales funnel stages of MQL, SAL, SQL and closed/won to manage. You are probably focusing more on things like traffi...

See my answer on how I recommend setting targets - I think it's really really hard but really really important to get past the uncertainty, and set some kind of target. ...

This is another great question! I think there a few categories of KPIs where you should be wary: (1) KPIs or metrics that are out of your control. I fully believe that...

Quarterly/annual OKRs: In an ideal world, you have a joint financial planning process between demand gen + Sales that outlines the sales bookings targets you need to hi...

I love this question! I think it is really important to make sure that you have alignment on a few key things before you start any project or initiative: Context Object...

Not necessarily over-hyped, but I think it is important to find the balance between being too focused on top-of-funnel (Traffic, leads, MQLs) and having targets that are...

I ran a training for my team on this earlier this year! Here's an abridged version (feel free to reach out to me via LinkedIn if you want the full deck): What do we mea...