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Jeff Jewett

AMA: OfferFit Director of Demand Generation, Jeff Jewett on Stakeholder Management

April 23 @ 10:00AM PT

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  1. What are some of your top strategies in driving alignment with Sales?

    Jeff Jewett
    Jeff Jewett

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

    This is definitely a challenge from a demand generation point of view. I have approached this in 2 ways in my career. First I view sales as my customer. Specifically for B2B demand generation, which I have spent most of my career in, I'm typically tasked with helping to generate pipeline, by delivering sales ready contacts at targeted accounts, to sales teams. I start there. Second, as mentioned in another question, I try to build relationships built on trust with the major stakeholders in sales ...Read More

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    2 requests

  2. What's a good way to approach decisions that other teams feel they should own vs. Demand Gen feels they should own?

    Jeff Jewett
    Jeff Jewett

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

    I believe that the ownership of the decision should rest with the person or team with the most knowledge about the decision being made. As long as the decision that needs to be made is a high priority for the business and aligned with the business goals of the company, I tend to try to make sure the decision is made rather than who owns the decision.

    440 Views
    1 request

  3. What are the pillars of your demand-generation strategy? Key channels and approaches? How to you align the different stakeholders in these processes?

    Jeff Jewett
    Jeff Jewett

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

    I view demand generation activities in 2 main pillars. First is the scaled digital marketing programs that are generally always on and run to drive top of funnel engagement and acquire contacts to provide long term pipeline generation possibility. The second pillar is the short term programs, designed to deliver engaged contacts and pipeline (B2B) to sales or drive sales/sign ups directly (B2C/PLG). Depending on the short term and long term goals of the company I'll build my strategy with a mix ...Read More

    638 Views
    1 request

  4. How important is it in your opinion to partner with other departments to run successful Demand Gen campaigns? Sales, CS, Operations?

    Jeff Jewett
    Jeff Jewett

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

    Partnering with other teams, specifically product marketing and sales, is essential for running successful demand generation campaigns. I always try to keep in mind the goal of demand generation, which I associate to the "short term" goals for marketing, especially in B2B companies. I like to think of product marketing as a "product" partner team and sales as a "customer" team and work to help deliver the product (pipeline, sales, sign ups, etc.) to the sales organization. In general though, mos ...Read More

    632 Views
    1 request

  5. What's your advice on improving a historically tense relationship between functions?

    Jeff Jewett
    Jeff Jewett

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

    I believe this comes down to building personal relationships between you and the stakeholders in other functions. Assuming positive intent, if you have a solid working relationship built on trust, you will be able to take and receive constructive criticism, admit when programs or people aren't meeting performance goals, and work through situations that are tense and require open, honest conversation to resolve issues.

    467 Views
    2 requests

  6. What are some examples of the types of insights you used to gain insight from internal stakeholders?

    Jeff Jewett
    Jeff Jewett

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

    Sitting at the nexus between product marketing and sales, from a demand generation perspective I look for the following insights to allow me to design and execute successful programs: product marketing: ICP details, product and market fit messaging, long form content on product benefits data and analytics: insights on how successful my programs are performaing sales: direct observational and anecdotal feedback on whether a program is successful, including whether lead quality is meeting expectat ...Read More

    475 Views
    1 request