AMA: Pipeline360 Vice President of Marketing, Matt Hummel on Sales / Demand Gen Alignment

September 4 @ 10:00AM PT

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

Matt Hummel•

Pipeline360 Chief Marketing Officer | Formerly Demandbase, Thomson Reuters • 1y

Great question - such a true description of the tension so often experienced between sales and marketing. Fortunately, there's great news - you can do both. Good brand ma...

1047 Views

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In what ways have you integrated sales feedback into the demand gen strategy without compromising the broader marketing objectives?

Matt Hummel•

Pipeline360 Chief Marketing Officer | Formerly Demandbase, Thomson Reuters • 1y

If done properly, integrating sales feedback should not only NOT compromise the broader marketing objectives, but it should actually make your marketing efforts more succ...

937 Views

1 request

Can you share a specific instance where a misalignment between sales and demand gen led to a significant challenge? How was it resolved?

Matt Hummel•

Pipeline360 Chief Marketing Officer | Formerly Demandbase, Thomson Reuters • 1y

Too many to count! One key example was when I was launching a large scale evergreen content syndication program. If you know content syndication, you know it can take tim...

892 Views

1 request

How do you ensure that the definition of a Marketing Qualified Lead (MQL) is continually evolving to reflect the changing market and sales needs?

Matt Hummel•

Pipeline360 Chief Marketing Officer | Formerly Demandbase, Thomson Reuters • 1y

I once wrote a blog post called "When did MQL become a 4-letter word." And this remains such a hot-button topic. Are MQLs dead? Should we be focused on accounts? Qualifie...

911 Views

1 request