How important is it in your opinion to partner with other departments to run successful Demand Gen campaigns? Sales, CS, Operations?

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 und ...Read More

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 ...Read More

It’s not just important—it’s non-negotiable. Demand Gen doesn’t operate in a silo. Without strong cross-functional alignment, we’d just be a lead factory dumping names into the system with no real impact on revenue. Sales is the most obvious partner. If they’re not bought into our campaigns, conversion rates will suffer. We need to be in lockstep on lead definitions, follow-up cadences, and messaging alignment. I’ve seen situations where marketing thinks they’re driving a ton of pipeline, but Sa ...Read More

Partnering with other teams, specifically product marketing and sales, is essential for running successful demand generation campaigns. I always try to keep in mind the goal of demand generation, which I associate to the "short term" goals for marketing, especially in B2B companies. I like to think of product marketing as a "product" partner team and sales as a "customer" team and work to help deliver the product (pipeline, sales, sign ups, etc.) to the sales organization. In general though, mos ...Read More