What do you think about your first 30/60/90 day goals when coming in as the Head of demand generation in a startup that didn't have demand gen managers before?

When coming in as the Head of Demand Generation in a startup, your 30/60/90 day plan will most likely include a few additional elements such as: Tracking and reporting infrastructure. You may need to do some infrastructure work such as setting up additional tracking and reporting. This is something I would absolutely start to tackle in your first quarter as it most likely will extend past the first 90 days. Education and addressing questions. You may have to have more educational conversations w ...Read More

If you are the first demand generation hire at a company, chances are you are going to need to advocate for some immediate changes to your funnel. They probably hired a demand generator because something needs to be addressed. However, question everything and confirm what needs to be addressed yourself. Start by mapping out the funnel in detail. Figure out every entrance into your website and then map out each following step. In addition to the mapping, record the conversion rates for each one o ...Read More

Well, firstly, if this is the case, congratulations - what an exciting (and I'm sure daunting) role to be in but recognize the potential and opportunities ahead! In my first 30 days, I'd read as many of the existing artifacts as possible, discover what marketing (if any) has been done to date & the results of those programs or tactics, and go on an extensive listening tour. Be intentional of what you're hoping to get out of each person's time and set that intention upfront. This will make th ...Read More

A start up without a demand gen manager has been relying either on organic leads or has been trying ad hoc tactics to boost the funnel. Know the current environment: It is important to understand the full extent of the existing campaigns, processes and their effectiveness. Engage with the sales teams to understand their priorities and areas where they need help.   Understand the business objectives: The next step would be to understand the business objectives from the leadership and align accord ...Read More

I’d break it down by goal area, what we’re trying to do, why it matters, and how we’ll measure success. For example, if the goal is to build and launch high impact campaigns, that means running integrated programs that drive a qualified pipeline. The metrics should show that things like campaign contribution to sourced or influenced pipeline, or improved MQL to SQL conversion. Next, use data to guide decisions. Look for lifts in CTR, engagement, or lead quality. Review performance quarterly to o ...Read More