Back to Ask Me Anything Sessions
Sruthi Kumar

AMA: TripActions Former Director of Demand Generation, Sruthi Kumar on Demand Generation Career Path

August 9 @ 10:00AM PST
View AMA Answers
TripActions Former Director of Demand Generation, Sruthi Kumar on Demand Generation Career Path
Top Questions
Sruthi Kumar
Sruthi Kumar
Notion Account-Based MarketingAugust 9
1) BE CLOSE TO THE NUMBERS. I cannot stress this enough. I was once told that this was my weakest spot–being metric driven. I quickly tried to rectify this and what I realized is that numbers could be my best friend. Once I got closer to the numbers, I was able to reframe them to tell the story I......Read More
1634 Views
1 request
Sruthi Kumar
Sruthi Kumar
Notion Account-Based MarketingAugust 9
My favorite question to ask is "What is a program/campaign you are proud of and why?" I feel passionate about some of my past campaigns and I want to work with people who are also excited to do what we do. I also get to see if they value. Is it creativity? Is it growth hacking? Also they get shar......Read More
601 Views
1 request
Sruthi Kumar
Sruthi Kumar
Notion Account-Based MarketingAugust 9
My biggest frustration is the fact that sometimes programs work really well and then two months later, that same program will just not work. It's tough when you forecast a certain volume of new names or registrants coming in and it doesn't hit. There are some factors that influence this like seas......Read More
811 Views
1 request
Sruthi Kumar
Sruthi Kumar
Notion Account-Based MarketingAugust 9
I start making a list of what I want in my next role during my current role. I don't wait until anything is bad or tough, I just start compiling the list when inspiration hits me. (ex. Own a pipeline number, or report straight into the CMO).  For the role itself I look for some of the items I ......Read More
895 Views
1 request
Sruthi Kumar
Sruthi Kumar
Notion Account-Based MarketingAugust 9
Ask yourself these two questions: 1) Are you already performing at the level you are aspiring to be in? The best orgs won't promote you soley on tenure, but also with peformance leveling. If you're already performing at a director level, you will get promoted. You can ask your team for a career ......Read More
817 Views
1 request
Sruthi Kumar
Sruthi Kumar
Notion Account-Based MarketingAugust 9
This is a great question! Always use the metrics to support the story you are telling. You can get creative with this one and honestly— the world is your oyster when it comes to telling a story with metrics. So firstly, share your qualitative story. "Since I joined the team, we have diversifie......Read More
816 Views
1 request
Sruthi Kumar
Sruthi Kumar
Notion Account-Based MarketingAugust 9
Tactical: - Be close to the metrics - Strong writer - Problem solver - Solid speaker (this helps when you are presenting to sales all hands or even internally to your own marketing team) Intangible: - Think about campaigns/programs with an integrated lense - Strong cross-communication sk......Read More
1001 Views
1 request
Sruthi Kumar
Sruthi Kumar
Notion Account-Based MarketingAugust 9
There is definitely not a single path for demand gen. I personally transitioned into demand gen from field marketing. I can't say there is a single path that makes more sense than the next, but I can say there were a few things that helped me make the seamless transition.  1) All the events I ......Read More
983 Views
1 request
Sruthi Kumar
Sruthi Kumar
Notion Account-Based MarketingAugust 9
I think coming from field marketing has been a huge driving force into helping me getting a demand gen leadership role.  Field marketing opened up doors for me to: 1) Build massive integrated campaigns that coordinated with the whole GTM team (Sales, SDR, CSM) to come together to pull these o......Read More
780 Views
2 requests
Sruthi Kumar
Sruthi Kumar
Notion Account-Based MarketingAugust 9
This one is going to be simple. Focus on being close to the numbers and be ready to be creative! I do think there are some foundational pieces to building a demand generation engine. The first is having a balanced program mix, make sure are bringing names in a consistent and steady flow. Being......Read More
1350 Views
1 request
Sruthi Kumar
Sruthi Kumar
Notion Account-Based MarketingAugust 9
I would love to be a CMO one day, and I do think owning the Demand Generation function is a good way to get there.  Here are some of the strengths that I have seen from the CMOs I have respected the most: 1) Being close to the numbers - even if you aren't the one owning the direct number, a......Read More
940 Views
1 request