How do you structure your demand gen team? How big is it, what does everyone do? How do you measure success of each function/person?

I will answer this specific to my creative team, as it's not quite your traditional Demand Gen team. My current video team is about 8 creatives, plus myself. Here's the current makeup: VP, Creative (me) Executive Producer Director of Post-Production Post-Production Manager Production Manager Producer Editor Copywriter Production Assistant I measure the teams impact in the same way I assess my own impact, which is 2 ways: The impact they each have on our internal team: culture, processes, stakeho ...Read More

I find these 3 areas as critical towards building a demand gen team: Content Search Design Depending on the rest of the marketing team structure, Marketing Operations Inside Sales and ABM Can be a part of Demand gen or can sit outside this structure.   The size of the team depends on various factors like size of the business and stage of the company’s growth. A large organization will obviously have multiple folks within each of these functions. A small startup in its growth stage can also have ...Read More

Structure depends on the size of the organization, the GTM motion (sales-led or product-led, for example), and where the business is in its growth and maturity lifecycles. You can organize these roles in multiple ways, but it's crucial to avoid a bloated org; you don't want it too wide (+6 direct reports), and you should be cautious of having one manager with only one direct report. The core functions that run the demand engine must include integrated campaigns, digital demand, and event and fie ...Read More

This has changed depending on the company I've been a part of, and the strategy of that company. I've seen a few models, which have included: Global Demand Generation & Regional Field Marketing - Demand Generation is responsible for overall, global marketing for products, while Field Marketing is focused on specific regions, dedicated to localizing campaigns and handling in-country events. Demand Generation & Account-Based Marketing - Demand Generation is focused on a 1:Many approach, us ...Read More

This question requires more context to give an in-depth answer. The truth is that it depends on several factors like: stage of maturity of the company, number of products, motions, resourcing and current organization structure and selling models. The right structure is a bespoke one. Regardless of the questions, in my experience, demand gen includes at least some elements of the following:  Acquisition - paid media, SEO  Web optimization (CRO) and Content Lifecycle marketing  Content for program ...Read More

Let me unpack this question. #1 Team structure and size There’s no one-size-fits-all approach here. How you structure a demand gen team depends on a few key factors: Business maturity and goals: Are you in startup mode or scaling a mature operation? Company growth rate: YoY growth and pace shape resource needs. Current team and marketing org: What’s the skill set, experience level, and output of your existing team? How do they fit into the broader marketing structure? The key is to align the tea ...Read More

I’m going to approach these questions from the perspective of a product-led growth (PLG) startup (my current position). The reason for this is because I could answer this question in several ways based on many factors. This will help me not have to just say, “it depends”. :) If you are curious about a specific scenario, please feel free to reach out and I’m more than happy to discuss. How do you structure your demand gen team? This is going to be based on the desired outcomes. What strengths and ...Read More