What are the most important skills (both tactical and intangible) that are must-have for Demand Generation managers?

In B2B scenarios the decision-making process is not linear. It should be seen as a series of "tasks" that DMUs (Decision Making Units) make when exploring and considering products. This is the core technical must-have for DG managers. Everything else is the 'usual stuff' aligned to modern marketing principles across owned, earned and paid media channels: content, analytics, automation. Per the soft skills (and this is for any job), hiring managers are looking for people that are able to create c ...Read More

In my opinion, the best demand generation marketers are system thinkers who are experts at interpreting data, shipping campaigns, and working well with others. Marketing tools are a dime a dozen these days, and I care way less about someone's experience using a particular tool (this can be taught). Folks who can demonstrate that they understand what they are ultimately accountable for, pipeline and revenue, and inherently feel that responsibility in their core is a rare but beautiful thing. Cros ...Read More

Data analytics, without a doubt. In 2025, marketing isn’t about launching campaigns and celebrating pretty creative -- it’s about owning the full journey from first ad impression to revenue. A demand gen manager MUST know how to set up the right tracking parameters, build the right reports, and analyze the data to tell a clear, actionable story for every audience. That skill isn’t optional -- it’s mission critical. Relying on a data team for insights might feel like a luxury, but it’s actually a ...Read More

Demand Generation Managers work between many teams to bring to life a GTM strategy to meet key business objectives. Therefore, the skills I measure my team on include the following:  Collaborative Project Management: The ability to execute a high-caliber program that resonates with your audience is critical. This means you need to motivate cross-functional teams to work with you by communicating clearly and often.  Strategic Mindset: You have to be someone who can see the forest beyond the trees ...Read More

The most important skills for a Demand Generation manager, in my opinion, are: Organizational. There are always a lot of projects and moving pieces going on at the same time in this role. You'll be launching new ad campaigns, then need to review a test email, then have an invoice come in that needs to be sent over to finance. Being able to remain organized, manage your time well, and not drop any pieces is critical. Detail-oriented. The campaigns you launch are meant to be seen by people and rep ...Read More