If your Demand Gen team has only one or two people responsible for covering multiple products with complex features, how would you recommend dividing the workload in the short-term so as best to support long-term growth and expansion of the team?

This is a tricky one as the business can often communicate all of these features and products are equally important. In reality it often creates too many messages for your audience if you try to go after them all at the same time, not to mention it will quickly burn one to two people out! Consider spending time with product marketing to map out a focus over the next quarter or two. Really force the conversation around prioritization. Pick a product or two or combo of features and ladder them up to a theme or concept. Figure out the story you want to tell and execute on that whether that be through ebooks, whitepapers, webinars, etc. Then repeat for the next quarter. Your prospects and customers will benefit from a focused and directed journey. Ideally the product or feature you focus on in one quarter should lead to the focus for the next quarter so it feels cohesive. Last thing to note, creating an effective an efficient always on engine will significantly ease this burden. I recommend an 80/20 split. 80% of your efforts should be focused on driving always on (trial, ebooks, whitepapers, web, etc) and 20% should be focused on Point in Time (PIT) (webinars, trainings, hands on). As your portfolio of always on assets grows it will naturally cover more products.

The key to this is prioritization. Think critically about what are the top areas that will drive value for customers and an impact on the business. You’ll find in demand generation, there are always several different tactics you can test and various ways to go about messaging. However, you can’t be everything to everyone at the same time with a lean team. Be able to address the following types of questions:

• With complex features, what is the main driver of value that you can lead with?
• What channels are realistic to manage and grow with one or two people?
• Look past the short-term growth – what is the end goal and what steps will lead you there?

Time is the one resource you can’t get more of. In this scenario, you truly have to be critical with how time is used. You have to be able to focus on the present moment while also future proofing the overall strategy and workload.