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What are some templates/resources you'd recommend as a jumping-off point?

3 Answers
Erika Barbosa
Erika Barbosa
Observable Head of Growth MarketingDecember 21
619 Views
Matt Hummel
Matt Hummel
Demandbase Vice President of MarketingMay 31

I always start with a comprehensive audit, focusing generally on the following areas. I evaluate a combination of qualitative and quantitative factors which allows me to have a clear understanding of the maturity of the function. The key is knowing what good looks like / being able to know where you want to get to. Because this audit should then turn into a roadmap towards building a proper demand center.

  • Sales & Marketing alignment

  • Demand funnel

  • Lead scoring

  • Lead nurturing

  • Content

  • Buyer personas

  • Planning and strategy

  • Process

  • Data management

  • Measurement

  • Systems

  • ABM

  • Campaign data and orchestration

  • Business acumen

564 Views
Kanchan Belavadi
Kanchan Belavadi
Snowflake Head of Enterprise Marketing, IndiaApril 26

The most important template is the Campaign calendar (of activities) – that everyone can track. A good campaign calendar gives a clear view of

  1. All active campaigns

  2. Gives a clear timeline

  3. Identifies owners

  4. Lists outcomes expected

  5. Outlines asks and challenges

My favourite is the product launch checklist, simply because it has too many moving parts and is a very critical finale to a product that is usually long in the making. A good checklist again lists owners, timelines, dependencies and next steps.

571 Views
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