What are the most important demand generation skills or perspectives that others inside an organization could benefit from that would improve their day to day work?

I wouldn’t say these perspectives are exclusive to demand generation, but they certainly are imperative to the role. This could also be highly effective across any org.

• Curiosity. If you’ve read some of my other responses, you’ll notice a common thread of curiosity. I believe it is critical to the role. It’s also a useful way to approach not only your job but also life.
• Metrics focused. I recommend staying close to your metrics. Understand what is working and what isn’t working. Study them and understand how they relate to your customers.
• Never stop learning. This is another one that is not only helpful in your role, but also in life. It also pairs nicely with curiosity.

Your perspective largely impacts how you feel. Just a small shift in perspective can have a huge impact. This isn’t just a demand generation thing - it’s a human thing. :)

Planning, process, and following the data.

Planning - a campaign goes through a robust cross-functional process before it launches, and involves milestones with dates on a project plan and getting deliverables in a few days early for review cycles. Other functions can benefit from planning their initiatives thoroughly.

Process - the most successful campaigns follow a process. Usually, that's ideation, planning, execution, and monitoring results. This isn't specific to marketing or DG.

Following the data - after a campaign or a month or a quarter, whatever the milestone is for your organization, the results are reviewed and recommendations are made for how the campaign could be better, or for a new project that can be launched to improve the data further. This, again, is not marketing specific, but can be used by other teams whenever a new initiative is launched.

For anyone who wants to understand demand gen, I think about these two areas: 1) Customer Segmentation and Personalization. 2) Reporting, Analytics and Measurement.

1) With the pace of emerging technology particularly GenAI, it is more important than ever to experiment and understand the strategies available for hyper-personalization. Customer expectations have increasingly changed based on the high levels of data and information they have readily available at their finger tips. To tailor a digital experience that evokes an emotional connection at the right time is one that requires a deep understanding of the customer. To create this hyper personalization at scale, you'll likely need to lean on GenAI and before you can do that, creating a sound data strategy with understanding of your audience segments is step #1.

2) One of areas I enjoy with demand gen is you're generally held to a KPI. Whether you're looking at the macro level of ROI or drilling down to lead conversion, there is an outcome that helps set the strategy and decision making in place. Understanding the KPIs your demand gen counterpart is building towards will help create further shared goals.