What are the variables that you take into consideration when making these judgments (audience, product, pipeline goals, etc.) and how does each variable impact the finalized strategy?

I will always start with the goal or objective of the strategy. What are we trying to accomplish and what do we need to support this goal?

• Resources. Do you have enough team members to support the strategy? Do you have a budget earmarked for the project?
• Audience. How can you segment your audience? What problems are you helping them solve?
• Competitive landscape. While your competitors should not direct your strategy, I do think it’s important to be informed. Are they getting in front of your customers in places you should also have a presence?

Think of these variables as pieces of a puzzle. This is dynamic and constantly evolving. As you define your strategy, taking these variables into consideration, address how can you best serve your customers and prospects and meet them where they are.

I will always start with the goal or objective of the strategy. What are we trying to accomplish and what do we need to support this goal?

• Resources. Do you have enough team members to support the strategy? Do you have a budget earmarked for the project?

• Audience. How can you segment your audience? What problems are you helping them solve?

• Competitive landscape. While your competitors should not direct your strategy, I do think it’s important to be informed. Are they getting in front of your customers in places you should also have a presence?

Think of these variables as pieces of a puzzle. This is dynamic and constantly evolving. As you define your strategy, taking these variables into consideration, address how can you best serve your customers and prospects and meet them where they are.

One of the biggest variables is do you have product market fit. It's really hard to sell a crappy product to people that don't want it. So before any company should invest in demand generation, they need to take a look in the mirror at their product. Second, they really need to understand the customer and their pain points. Just