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AMA: Morningstar Global Head of Demand Generation, Nicolette Konkol on Demand Generation KPI's
October 5 @ 10:00AM PST
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Morningstar Global Head of Demand Generation, Nicolette Konkol on Demand Generation KPI's
Top Questions
Nicolette Konkol
Morningstar Global Head of Demand Generation • October 6
The best questions you can ask yourself as a marketer are always: * who is my target audience? * what do they care about? * where do they spend time? Make sure you have a dedicated sales development representative to follow up on leads. You can have some excellent marketing but if the leads......Read More
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Nicolette Konkol
Morningstar Global Head of Demand Generation • October 6
Demand Gen should have annual and quarterly targets for qualified pipeline and revenue. They are always at the top of the list and the main KPIs
Other leading indicators to consider MQLs, newly engaged accounts, efficiency gains in MQL to Opp conversion
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Nicolette Konkol
Morningstar Global Head of Demand Generation • October 6
* Make sure reporting is set up to measure what’s important and is agreed upon across sales & marketing * You can’t wait till the martech stack is built or the website is perfect or your strategy is complete to start generating demand. You’re going to have to build the race car while y......Read More
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Nicolette Konkol
Morningstar Global Head of Demand Generation • October 6
The main OKR for demand gen will always be growing qualified pipeline and revenue so we know going into any given quarter what our targets are. To connect targets to campaigns or tactics we go through a lead forecasting process. We have historical benchmarks on how marketing channels or tactics p......Read More
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Nicolette Konkol
Morningstar Global Head of Demand Generation • October 6
* Work hand in hand with your sales or sales ops team to build the KPI reporting so everyone is looking at a single source of truth across sales & marketing. * Host a bi-annual marketing open house to share first-half/second-half plans with a wider audience. * Participate in quarterly......Read More
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Nicolette Konkol
Morningstar Global Head of Demand Generation • October 6
Build a simple waterfall model that starts with the revenue target for the year. Assign a percentage of that target to marketing. Use some conversion benchmarks (either historical for your company or industry avg) to work up a funnel for how many opportunities, demos, MQLs you need to hit that ta......Read More
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