AMA: ThoughtSpot Director of Integrated Marketing, Fanette Jobard on Demand Generation Career Path

My favorite Demand Generation interview question is: "Which 'flavor' or specific aspect of Demand Generation do you enjoy the most, and why?" Demand Generation is a broad field, and I like to think of it as a set of distinct "Tarot Cards" or profiles. This question reveals where the candidate's natural passion and expertise lie, and there is no single right or wrong answer. Examples of these "flavors" include: The MOPs Nerd: A Demand Gen specialist with a deep appetite for technology, data archi ...Read More

My measurement of success in a Demand Generation role has always relied on 2 types of performance indicators: Classic Demand Gen KPIs and Process Efficiency/Multiplier Metrics.1. Classic Demand Gen KPIs (The "What")Think of the fundamental metrics that directly contribute to revenue. These are my leading and lagging indicators of success:-Marketing-Qualified Leads (MQLs): Volume and, more importantly, MQL Quality (measured by Sales Accepted Lead conversion rate).-Pipeline Generation: The total v ...Read More

Sales background provides a significant advantage for an entry-level Demand Generation role, in fact, many of the most effective Demand Gen marketers I've seen started in sales.To prove your competence and make a successful the transition, you should highlight and leverage two key areas: customer empathy and process integration. 1. Leverage Acquired Customer Empathy Your primary competitive edge is the direct, front-line knowledge of the customer and the market. You understand buyer psychology, ...Read More

A career in Demand Generation (Demand Gen) is a great pathway to becoming a CMO, even though CMOs with a sole Demand Gen background are currently a rare commodity, with main profiles usually stemming from Product Marketing or PR/Communications. In my opinion, it is a great route because Demand Gen allows you to grow your career while remaining a marketing generalist, giving you hands-on experience across events, field marketing, marketing operations, and initial brand touchpoints. Crucially, it ...Read More

For this answer I'll defer to the question about transitioning from a different field to Demand Generation:1. Leverage Data skills Demand Generation is about making money/pipeline, optimizing conversion rates, and managing a budget so your comfort with numbers and efficiency is key and a great point of entry. -Highlight Analytical Skills: If your background involves finance, operations, or data, showcase your ability to use tools like Excel, CRM reporting (e.g., Salesforce), and web analytics (e ...Read More

1. Leverage Data skillsDemand Generation is about making money/pipeline, optimizing conversion rates, and managing a budget so your comfort with numbers and efficiency is key ans a great point of entry. -Highlight Analytical Skills: If your background involves finance, operations, or data, showcase your ability to use tools like Excel, CRM reporting (e.g., Salesforce), and web analytics (e.g., Google Analytics). Demonstrate that you can measure a campaign's ROI and not just its activity. -Acquir ...Read More

Come Aboard! Demand Gen is the Place to BeDemand Generation is where the fun is: it's fast-paced, highly measurable, and directly tied to company growth. It's an excellent career for those who thrive at the intersection of creativity, analytics, customer focus, and technical skills (especially in tech companies). You have a significant influence over the company's entire go-to-market strategy. Best of all, with AI and new Marketing Ops tools being released, now is the perfect time to embrace a m ...Read More

That's a great question, and you're not alone, almost everyone struggles with critical feedback at some point. The key is to handle the two types of feedback: what you agree with and what you don't, very differently, but always with a professional, solution-oriented attitude. Feedback You Agree With When you recognize the feedback is fair, see it as a gold-plated opportunity for growth (also not all the manager are providing feedback so you are in luck) Take Accountability Immediately: Acknowled ...Read More