AMA: Snowflake Head of Demand Generation, Jennifer King on Demand Generation KPI's

A modern B2B demand gen team is responsible for creating awareness, capturing intent, accelerating pipeline, and influencing revenue across the full buyer journey. The ex...

I work for a data and ai company so I am fortunate to have dashboards at my disposal. Every quarter we input our goals and set a dedicated time on a weekly basis to track...

A few KPIs are often over-hyped in demand gen:MQL volume—easy to inflate if you know what levers to pull, but doesn’t guarantee pipeline or revenue.Cost per lead (CPL)—ca...

I usually think about KPI targets as something you build, not pick. You start with the business goal—like how much pipeline or revenue you need—and work backwards to what...

The worst KPIs to commit to are the ones that are easy to game, disconnected from revenue, or only measure activity instead of outcomes.A few big offenders:Lead volume or...

I start with the business goal—usually revenue or pipeline—and work backwards from there putting a bottoms up plan. Then I map the funnel and separate what marketing can ...

The biggest one I see missing is pipeline quality—not just pipeline volume.A lot of demand gen teams are still optimizing for MQLs or even pipeline created, but not track...

Yes—but it depends on expectations.A demand gen manager can be successful without ad budget if they have strong alternative channels like organic, webinars/events, lifecy...