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?

For me there are two major skills/perspectives that folks can benefit from that go a long way in having a successful career, and they're not necessarily specific to Demand Generation: 1) The value of ownership. This one is huge for me. If someone does not feel empowered or passionate enough to truly own their remit/responsibilities, then they will only go so far. Marketing professionals (are anyone for that matter) should own their respected area of the business as if it was their own small busi ...Read More

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 u ...Read More

One of the most valuable demand gen perspectives is thinking in terms of the full buying journey, not just individual tasks or teams. Demand gen is constantly asking: who are the key stakeholders, where are they in the journey, and what will actually move them forward? If more teams adopted that mindset whether in product, sales, or customer success they’d focus less on isolated activities and more on what drives real customer decisions and business outcomes. It helps everyone prioritize better, ...Read More

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 digi ...Read More

The thing about demand gen that most people don't realize is that it's not actually about generating demand for a product. You're generating demand for an idea. And when you think about it that way, every single function in a company is doing demand gen whether they know it or not. Product needs buy-in for a roadmap decision. Sales needs to earn someone's attention in a crowded inbox. Customer success needs to drive adoption of a feature nobody asked for. Engineering needs resources for a projec ...Read More

Some of the best marketers I’ve ever worked with were engineers at heart -- true tinkerers. Always asking questions. How can this be done better? What if I break this apart? How would I rebuild this? This kind of always-learning, childlike curiosity can benefit anyone in any organization. When you’re able to break things down and stop seeing them as “the way it’s always been,” that’s when real optimization happens. A marketer is always looking to improve every step of every flow. And when others ...Read More

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 ...Read More