AMA: OfferFit Director of Demand Generation, Jeff Jewett on Sales / Demand Gen Alignment

April 23 @ 10:00AM PT

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How do you align on the lead scoring model, and what processes are in place for continuously optimizing it based on sales outcomes?

Jeff Jewett•

OfferFit Director of Demand Generation | Formerly Workday, Atlassian, Deel • 2h

Lead scoring alignment breaks down when marketing builds the model and hands it to sales. Instead, start by sitting with sales leadership and a few reps and asking: what ...

1 request

What steps do you take to ensure that the demand gen content strategy aligns with the sales team’s evolving needs and customer conversations?

Jeff Jewett•

OfferFit Director of Demand Generation | Formerly Workday, Atlassian, Deel • 2h

The biggest risk in content strategy is building it around what marketing assumes buyers care about rather than what actually comes up in sales conversations. To close th...

1 request

How do you handle situations where sales believes the leads are not converting due to demand gen’s targeting or messaging strategy?

Jeff Jewett•

OfferFit Director of Demand Generation | Formerly Workday, Atlassian, Deel • 2h

This comes up in every demand gen role I've had. My starting point is always to treat it as a legitimate signal rather than a turf battle. If sales is saying leads aren't...

1 request

How do you navigate the tension between sales-driven short-term goals and demand gen’s focus on long-term brand building?

Jeff Jewett•

OfferFit Director of Demand Generation | Formerly Workday, Atlassian, Deel • 1h

In my experience with B2B SaaS, this tension usually surfaces when sales has a shortfall and looks to demand gen to make it up within the quarter. My job is to be honest ...

1 request

How do you facilitate cross-functional collaboration between sales and demand gen when launching new products or entering new markets?

Jeff Jewett•

OfferFit Director of Demand Generation | Formerly Workday, Atlassian, Deel • 2h

My role in a new product launch or market entry is to plug demand gen into PMM and enablement's process early rather than run a parallel one. PMM owns positioning, enable...

1 request

What are your strategies for managing discrepancies in pipeline forecasting between sales and demand gen?

Jeff Jewett•

OfferFit Director of Demand Generation | Formerly Workday, Atlassian, Deel • 1h

First, Demand gen has to move on from anchoring around lead volume and MQLs. Those numbers can look healthy while pipeline misses badly. I focus the forecasting conversat...

1 request

What mechanisms do you have in place to quantify the impact of demand gen efforts on the sales pipeline beyond just lead generation?

Jeff Jewett•

OfferFit Director of Demand Generation | Formerly Workday, Atlassian, Deel • 1h

Building on the forecasting model above, the metrics I care about most when measuring demand gen's impact on pipeline are: Marketing-sourced opportunity rate: what perce...

1 request