AMA: Salesforce Sr. Director, Demand Generation, Keara Cho on Demand Generation Strategy

Determining what types of campaigns/tactics to include in your strategy starts with you understanding every milestone metric in your funnel. What is your acquisition cost? How much does it take to bring a lead in? How much does it take to get a sign up- everything you do need to map back to how much you spend? Having clear answers to these questions will allow you to optimize and get more efficient overtime.  Let's dive into some examples. For example, You might find that facebook drives you a t ...Read More

Alignment with sales distribution models: sales teams typically slices their segmentation by company size or revenue bands. Marketing should also create strategy based on how sales go to market. Many more mature sales organizations will also have segments by vertical and industry-first GTM varies dramatically by vertical/sub-vertical (i.e. Healthcare GTM is going to look very different than Communications and Media). If your company segments by company size. I would ensure you have a different s ...Read More

Here are a group of internal stakeholders that I believe is important to get buy-in and approval. I would ensure every group listed below have seen your plan prior to getting it launched as each group can actually help provide assets/ideas to complement your plan. Sales leadership (Informer): Please note I specifically didn't put Sales leadership as an approver. This doesn't mean you shouldn't work with your Sales leaders often and early to get their feedback on your strategy but make sure every ...Read More

The most simple answer I can give is that they are both very similar - demand gen and growth marketing roles drive X% of the company's Pipe Generation and Revenue. Both are responsible for driving cross-selling, additional users and add-on/upgrades, new logos and new business for the business. Now the difference is what channels demand gen owns vs. what growth owns. As a result of this, where demand gen and growth will sit in an organization might differ (i.e. demand gen within the CMO org, vs. ...Read More

Having accurate data and good data is the foundation in delivering success. You have to be able to quickly answer this question: “For every dollar I put in market, how much am I bringing back to the organization?” If you can't answer this with confidence, then you can't even begin to drive success of your programs. We all know when we put garbage in, garbage comes out. Reports are great but only if the input of the data is accurate. Which is why it is critical to focus on the data structure to m ...Read More