AMA: Snow Software Director of Demand Generation and Channel Marketing - Americas, Liz Bernardo on Demand Generation 30 / 60 / 90 Day Plan

In my personal experience, it was best to expand the team by bringing in a marketing generalist with an interest in Demand Generation. Someone who had a solid base of entry-level marketing skills in multiple departments and that was eager to learn the role of Demand Generation, allowed me to have a starting point to expand and grow upon.  A generalist has experience in all of the marketing basics and can be a "pinch hitter" for all aspects of your program. ie. If you need a content writer or edi ...Read More

The prioritization should align with your business objectives. Those overarching goals decided by your sales and marketing leadership team should formulate a foundational layer for you to build from.   From there you can prioritize the programs based on the largest gaps that need to be filled. Are you needing Leads? Content? Events? Sales Materials? Digital or ABM programs? You don't have to focus on one thing at a time, so make sure to be able to multitask.  Sorting priorities from most critica ...Read More

5 things I would consider quick wins within 90 days are:  Understanding challenges in the market and what differentiates your product in solving them.  A solid grasp of average deal sizes, time to close, and past 3 years of sales metrics and goals. Completing a detailed analysis of past Demand Generation campaigns for successes, failures and most profitable ROI. Received feedback on previous campaigns from cross-functional stakeholders and took a "needs assessment" to help them be more successfu ...Read More

When you are coming in new to a role, your first month should involve getting a lay of the land. Understanding and reviewing past metrics, meeting with stakeholders, learning your team and company's strengths and weaknesses, OKRs, etc.  Once you have identified the above, you should then start building a 6-month roadmap. In this roadmap make sure you are kicking off multi-channel programs and campaigns. Start with the easiest to execute and continue to build on it.  A great example of this is st ...Read More