From your perspective, who is the most critical piece on a demand-gen team?

It's tough question. It's really a team effort. You have multiple disciplines like performance marketing, field marketing, analytics, ABM, email marketing, MarTech. Each of these plays a really important role. If I could only have 1 hire and still needed to drive demand, I'd choose a growth marketer who has experience in performance ads, email marketing, website CRO, and inbound marketing tactics.

A program manager is my number 1 hire on a Demand Generation team. This person:

• Monitors the funnel, leads coming in, and their conversion to pipeline

• Project manages all aspects of a campaign

• Launches the campaign messaging on the necessary channels

• Monitors success and reports back on progress

Without a program manager, there is a strategy gap on your campaigns. You might be launching ads, but what is the bigger picture they tie to? Or you might be sending emails, but how do those emails tie to goals?