AMA: Gusto Head of Demand Generation, Jordan Hwang on Building a Demand Generation Team

I generally like to communicate through two types of vehicles: Weekly progress updates - this is meant to convey what's happening now Performance metrics (absolute numb...

For me, it all boils down to what's the most impactful. Generally speaking, we find more short-term and long-term success by going for depth vs. breadth. The key questio...

The biggest thing that many demand generation teams miss is a Revenue metric. Typical ones to think of are: ARR Customers Pipeline ($ based) # of Opportunities For ma...

Known impact above all else. Find the most impactful thing to work on as quickly as possible. To get there, I use the following. 1. Create a short list of items to foc...

Understand what's currently working when you come in, and accelerate it. If you're in an established business, they must be doing something right to be generating demand...

Our demand generation team has three major pillars: Website - responsible for our corporate website. While they care about impact, they also need to service other needs...

For me, the best demand generation candidates are growth-oriented, have customer empathy, and have a strong quantitative bent. For growth-oriented, this means that they ...

Be comfortable being junior, and the first demand generation hire. This means that you're acknowledging two things: You don't have a lot of outside experience to draw ...

My general framework is as follows: PMM is likely to bring the best holistic qualitative insights to the table from the work that they're doing Demand Generation is like...