AMA: Pipeline360 Chief Marketing Officer, Matt Hummel on Enterprise Demand Gen

I think the best dashboards do two things: they tell a consistent story, and they make that story defensible. CROs and CFOs do not just want activity reporting. They want to understand whether demand programs are creating real pipeline, where the business is trending, and what marketing is doing differently based on the data. The exact metrics depend a bit on the company model and what the board or leadership team cares about, but for enterprise demand I would usually anchor around: Pipeline cre ...Read More

The first step is not picking a tactic, but rather understanding why the opportunity is stalled. I typically start by working directly with the internal champion and the account team to figure out whether the issue is priority, budget, executive alignment, timing, competition, risk, or simply lack of urgency. Once you understand the reason, the tactic becomes much easier to choose. A few that I have seen work well are: Executive briefings when senior-level alignment is missing ROI or business ca ...Read More

I would start by separating enterprise and commercial because the economics are usually very different. Enterprise programs often have higher upfront costs and longer sales cycles, but they can also produce larger deal sizes, stronger retention, and better expansion potential. Commercial motions may convert faster, but the ACV and efficiency profile can look completely different. At a basic level, I would calculate CAC by looking at the sales and marketing cost required to acquire customers in e ...Read More

Customer evidence works best when it is used at the right moment in the buying process. A case study on its own is helpful, but the real value comes from matching the right proof point to the buyer’s specific concern, industry, use case, or stage in the deal. In enterprise deals, the buyer often has to convince a much larger group internally. Customer evidence helps your champion tell the story when you are not in the room. That might mean giving them a short case study, a relevant quote, a befo ...Read More

I would start by reverse engineering the revenue target. If you know the bookings target, average deal size, win rate, and sales cycle, you can estimate how much pipeline you need and when you need it created in order to hit the number. The basic questions are: What is the bookings target? What is the current pipeline? What is the win rate? What is the average deal size? How long is the sales cycle? How much pipeline coverage do we need by quarter? How much of that pipeline needs to come from ma ...Read More

With enterprise programs, I think you have to be realistic about what you can actually prove. You usually do not have the volume or short sales cycles needed for perfectly clean tests, so I focus more on structured learning than thinking every experiment will produce a statistically perfect answer. The way I would approach it is: Start with a clear hypothesis Define what success looks like before launching Use leading indicators instead of waiting only for closed revenue Compare similar accounts ...Read More