How important is it in your opinion to partner with other departments to run successful Demand Gen campaigns? Sales, CS, Operations?
Partnering with other internal departments is incredibly important for success in marketing. You should be meeting with your counterparts on other teams regularly. Some topics to discuss and stay aligned on:
With Sales - How is pipeline build looking? Are leads converting the way you expect? Are there gaps to reaching targets currently? What are reasons opportunities are being closed lost today?
With CS - Are retention numbers on track? Are there key feature or other requests from customers? Are there gaps to reaching targets currently?
With Operations - How are the numbers trending? Are all reports working as expected, are there more reports needed? How is the database quality? Is there opportunity to improve processes to get better results?
Depending on your organization’s goals bringing in sales, CS, and operations can be key to running successful Demand Generation campaigns. I have more experience working in the B2B Enterprise space and the relationship with Sales and CS has been important to success.
In large-scale Enterprise sales (where deal lengths can extend beyond a year), the Field (sales, sales engineers, etc.) is critical to moving a deal from TOFU opportunities to POC and closed-won opportunities. Sales can help you understand the core influencers and buyers in the sales cycles and the problems customers are trying to solve. It’s important to align on the top accounts and how you are best positioned in the market.
Customer Success becomes more important in B2B buying cycles because customers who churn are very costly to the business. In addition, happy customers will buy more over time. If you have a large product portfolio, CS can be another seller for you, helping drive additional upsells and cross-sell opportunities in the buying cycle.
Both of these teams help accelerate opportunities and can provide a unique perspective you may not have considered in past Demand Generation campaigns.
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