AMA: Front Head of Digital Demand Gen & ABM, Moon Kang on Demand Generation KPI's

1. Cost per $1 of pipeline I see a lot of teams simply focus on cost per lead, then cost per opp, then cost per closed won -- but when you look at cost per $1 of pipeline...

Demand gen is responsible for every stage of the funnel but accountable for stages where they have ~50%+ of the influence on that stage compared to sales. For example, ...

Own all of the lead generation because no one else can do it besides DG. Have a stake in opportunity creation (% of your pay with accelerators), pipeline generation, and ...

KPIs and OKRs should not be arbitrary. Developing strong OKRs/KPIs requires a lot of research both internally and externally. How did you company do in the past and what ...

Self serve is slower so you really need to keep a close eye on time to activation, lifetime value, and usage data to revenue ratio. Self serve requires a lot of attenti...

Focus on small, incremental improvements with frequent check-ins and meaningful status updates for the whole org. Focus on the teams you will be presenting your results...

Increase high-quality web traffic. Increase traffic conversion rate. Increase lead to opportunity rate. Demand generation is all about creating demand and capturing it...

The goals are always tied to revenue goals. What is the company's revenue goal for the Q and year? What % of that needs to come from marketing? From that %, what % comes ...