AMA: ServiceNow Director, Integrated Marketing Campaign Management, Ravali Dodia on Demand Generation 30 / 60 / 90 Day Plan

The best way to scale a Demand Gen team after your first manager is to build for repeatability before adding headcount. Make sure what you’re scaling actually works. Start by nailing the basics, a clear playbook for how campaigns are planned, launched, measured, and reported. Get consistent processes, lead definitions, SLAs with sales, reliable data flow, and shared KPIs. You can’t scale chaos, so focus on systems before output. Then, scale by function, not volume. Add roles that remove bottlene ...Read More

In the first 90 days, I’d focus on a few quick wins that build credibility fast and show real progress: 1. Get visibility fastDo a quick funnel audit and figure out what’s actually working, which channels and campaigns are driving quality pipeline, not just leads. Pull those insights into a summary for leadership so they can see you’re data-driven and already spotting opportunities. 2. Fix something brokenThere’s always one process slowing everything down, maybe lead routing, campaign setup, or ...Read More

I've answered this in another question. Please have a look at that, and if that's not what you're looking for, could you please ask this differently so I understand it? Thank you!Here's what I posted in the other question:If I were building a demand generation function from the ground up, my 30-60-day plan would focus on understanding first, building, and improving what we have in place. So in the first 30 days, I would focus on listening and learning, understanding the business goals, the sales ...Read More

I’d break it down by goal area, what we’re trying to do, why it matters, and how we’ll measure success. For example, if the goal is to build and launch high impact campaigns, that means running integrated programs that drive a qualified pipeline. The metrics should show that things like campaign contribution to sourced or influenced pipeline, or improved MQL to SQL conversion. Next, use data to guide decisions. Look for lifts in CTR, engagement, or lead quality. Review performance quarterly to o ...Read More

I'm breaking this down by functions and the sort of questions I'd ask if I was trying to understand the lay of the land, and start to build. In every conversation, I would listen for themes that are coming out of those convos, the friction points, the misaligned definitions, the recurring bottlenecks. Those are your quick wins and your roadmap for the next 60-90 days. Sales / SDRs What does a good lead look like to you? Where are leads falling short right now? Which campaigns or channels are act ...Read More

Here are a few things I’ve seen work really well, and I’d love to hear what’s worked for others too, so we can all learn from each other! If you’re in a buying group model, shift from lead-level volume to account-level engagement and conversion. You’re not chasing MQLs, you’re building momentum across multiple decision-makers until the group signals readiness. HubSpot Demand Generation Kit (free templates + worksheets) Forrester B2B Demand Waterfall model (gold standard for pipeline measurement) ...Read More

If I were building a demand generation function from the ground up, my 30-60-day plan would focus on understanding first, building, and improving what we have in place. So in the first 30 days, I would focus on listening and learning, understanding the business goals, the sales, the process, and what data and tools already exist. I'd audit the current flow of taking things from brand to demand, campaign activity, if there's any, and how success is measured. The goal here is to get a clear pictur ...Read More

I’ve worked with a few 3rd-party demand gen agencies in my past, mostly for scale and reach when we needed to accelerate pipeline or test new markets quickly. I think the key to success is treating them like an extension of your team, not just a vendor. How I measure success: Pipeline impact first – not just MQL volume. Are the leads converting to meetings, pipeline, and revenue? Lead quality – Are they from the right accounts, with the right intent and engagement? Cost efficiency – What’s the c ...Read More

Here's an overview and if I could get your email, I am happy to share what I've used in the past for 30/60/90. First 30 days - understand and assess what's going on in the marketing org Get a clear view of how the marketing and sales funnel works today, think from pipeline to revenue Review current campaigns, lead scoring, and the tools you use (Marketo, Salesforce, etc.), along with how your content is performing Spot where we have gaps in data quality, audience segmentation, or conversion trac ...Read More

AI can feel a little intimidating, but it’s time we shift the focus from fear to what’s possible. When it’s used the right way, AI helps us move faster, make smarter calls, and spend more time on the work that actually matters. With the right tools, we can see what’s working... and what’s not... almost instantly, so teams can adjust on the fly instead of waiting weeks for results. For sales, that means if our messaging isn’t hitting the mark, AI can spot the patterns and help tweak it in real ti ...Read More