What do demand generation managers get wrong when trying to influence the C-Suite?

Three common mistakes come to mind when Demand Generation managers are trying to influence the C-Suite: Focusing too much on the top of the funnel: Awareness, traffic, and net new leads are important. However, if they don't convert to pipeline and revenue, your efforts won't carry much weight, and you'll develop a reputation for focusing on "vanity metrics." Avoid this at all costs; it will impose a major tax on your career. Failing to understand the whole: We have to stay focused on our task—ge ...Read More

The main mistake that demand generation managers make when trying to influence the C-Suite is focusing too much on tactics and metrics instead of the business outcomes that matter most to executives, such as revenue and profitability. When demand generation managers fail to speak the language of the C-Suite, it can lead to confusion and unproductive conversations. It is essential to reframe conversations in a way that is meaningful to the C-Suite and adjust the narrative based on the audience. D ...Read More

The main mistake that demand generation managers make when trying to influence the C-Suite is focusing too much on tactics and metrics instead of the business outcomes that matter most to executives, such as revenue and profitability. When demand generation managers fail to speak the language of the C-Suite, it can lead to confusion and unproductive conversations. It is essential to reframe conversations in a way that is meaningful to the C-Suite and adjust the narrative based on the audience. D ...Read More

They focus on metrics that don't matter to them. All of a demand gen's KPIs - or leading indicators - are important. But not to the c-suite. And to take it one step further, even more important (to them) metrics such as pipeline and revenue are lagging indicators. While it's important to showcase what you've done, focus more on what you've learned, and then also on the future predictions / outcomes of your upcoming or in-flight campaigns. Build confidence with the c-suite that you're building an ...Read More