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How do you navigate the tension between sales-driven short-term goals and demand gen’s focus on long-term brand building?

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3 Answers
Sales / Demand Gen Alignment
  1. Emily Chisholm
    Emily Chisholm

    Seso Head of Demand Generation • Jun 10

    The tension eases when sales sees brand work paying off in their own pipeline. The foundation is a strong working relationship with your reps—when they trust you, they give brand-building activities room to breathe. The practical bridge is thought leadership content that prospects actually want to attend. Choose topics carefully and make them genuinely useful, and you get the best of both worlds: the content builds long-term authority, while also warming prospects and making reps' conversations ...Read More

    429 Views
  2. Matt Hummel
    Matt Hummel

    Pipeline360 Chief Marketing Officer | Formerly Demandbase, Thomson Reuters • 1y

    Great question - such a true description of the tension so often experienced between sales and marketing. Fortunately, there's great news - you can do both. Good brand makes your demand easier. I repeat - good brand makes your demand easier. In practice, this means doing both together. You can drive forms of targeted (targeted being the key word here) brand awareness through channels like display advertising in tandem with your demand generation. This is honestly such a great tactic if your orga ...Read More

    1,065 Views
  3. Jeff Jewett
    Jeff Jewett

    OfferFit Director of Demand Generation | Formerly Workday, Atlassian, Deel • 2mo

    In my experience with B2B SaaS, this tension usually surfaces when sales has a shortfall and looks to demand gen to make it up within the quarter. My job is to be honest about what demand gen can and can't do on that timeline. Demand gen typically operates on at least a 60-90 day lag. Programs running today will likely influence pipeline next quarter, not this one. The key is building that lag into goal-setting from the start and setting that expectation with sales. In practice that means: Setti ...Read More

    370 Views

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