AMA: Pipeline360 Vice President of Marketing, Matt Hummel on Influencing the C-Suite

I aligned myself with several people across the org to help with this. I actually worked with my leader to develop a plan. But it was more than just who I should meet wit...

They focus on metrics that don't matter to them. All of a demand gen's KPIs - or leading indicators - are important. But not to the c-suite. And to take it one step furth...

It starts with aligning on outcomes. Oftentimes demand gen teams get pressured to "do more" - more campaigns, more leads, more activities - that's where I have seen many ...

It's important to know that it's not your job to convince everyone of your strategy. Ultimately, you are both responsible and accountable for the strategy, execution, and...

In smaller companies, it's often easier to have broader visibility. Often times marketing will be featured on company town halls, or there may be a more cohesive relation...

Before you ask, make sure you truly need additional resources. We're operating in a 'profit at all costs' model for the most part today, and asking for more resources is ...

Strong understanding of the business goals/objectives, and ultimately how your work aligns and is impacting those goalsThe ability to tell a good story - demand gen is a ...