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Monica Myers

AMA: Lattice Director of Demand Generation, Monica Myers on Scaling a Demand Generation Team

August 24 @ 10:00AM PT

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  1. What's a typical career path for a Demand Generation manager?

    Monica Myers
    Monica Myers

    Demand Generation Consultant and Fractional Leader | Formerly Gusto, Qualia, AdRoll • 3y

    One of the great things about Demand Gen is that there isn't a set path into it. For example, I started my career in sales and account management before transitioning over to marketing. While somewhat atypical, I've found having a sales background to be beneficial as I've grown my career in DG because it gave me a first hand look into what the sales and marketing relationship looks like from the other perspective, and a deep empathy for being quota carrying. I've worked with incredible DG market ...Read More

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  2. What's the most effective way to scale a Demand Generation team beyond the first Demand Generation manager?

    Monica Myers
    Monica Myers

    Demand Generation Consultant and Fractional Leader | Formerly Gusto, Qualia, AdRoll • 3y

    My number one tip when building or scaling a Demand Gen function and team is to ensure that there is a clear path to measureable outcomes and impact across the DG team. While understanding impact and building a sense of accountability is important for all marketing functions, it's critical for Demand Gen. Regardless of how your company is structured, every Demand Generation member should have a set of tangible metrics and business outcomes that they are working towards. This is generally a pipel ...Read More

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  3. I’m the first Demand Generation hire in my company. What advice would you give to someone tasked with establishing this function in an existing business structure?

    Monica Myers
    Monica Myers

    Demand Generation Consultant and Fractional Leader | Formerly Gusto, Qualia, AdRoll • 3y

    Congratulations! This is an important moment because you have the unique opportunity to truly define how the Demand Gen team functions at your company. Demand Gen can mean different things to different people, so I recommend creating a clear strategy for what it means for you and your company, and clearly and proactively communicating that across your company, particularly with your key stakeholders in sales, product marketing, content marketing, executive team, etc. DG plays such a powerful rol ...Read More

    1,594 Views
    1 request

  4. As a hiring manager, what do the best Demand Generation candidates have in common?

    Monica Myers
    Monica Myers

    Demand Generation Consultant and Fractional Leader | Formerly Gusto, Qualia, AdRoll • 3y

    Demand Gen is such a fun role (I know, I'm biased) because of the split because art and science. DG provides a unique opportunity to get creative and strategic in crafting new campaigns and programs, while also definitively measuring impact and analyzing results. As such, some of the best Demand Gen marketers I've hired and worked with contain a true passion for that combination, and with that, a deep sense of accountability and ownership over the success of those programs.

    1,875 Views
    1 request

  5. How do you communicate Demand Generation updates and activities to the rest of the company?

    Monica Myers
    Monica Myers

    Demand Generation Consultant and Fractional Leader | Formerly Gusto, Qualia, AdRoll • 3y

    Demand Generation sits at a critial intersection of the business, and as such, holds an important responsiblity to ensure that stakeholders and business leaders have access to key metrics. That said, different stakeholders and departments of a company often require information shared in customized ways that ensure that those updates are relevant and actionable to their area of focus. For example, the updates you provide to sales leadership will differ from the updates you provide to the product ...Read More

    1,475 Views
    1 request