What do you typically recommend for an organization structure of a Demand Generation team that is supporting global demand?

This is a great question and a tough one to answer! Every org should develop this based on need. If I were to design a Demand Gen org for Global, it would look like this:

•  Demand Gen Strategy & Operations: You need one (or multiple people depending on the size of the org) to own the general Operations for the team. Meeting scheduling, global team interlocks, OKR setting, etc. 
•  Demand Gen Analysts: This team will own the campaign data and so your focus can be on deriving insights and demand gen orchestration. 
•  Global Interlock Lead: This person should own the relationships with the regions and the process of how assets get localized and delivered to the global teams. Is there a regular meeting cadence? How do you introduce new campaigns to the global teams so they are aware? 
•  Campaign Leads/ Orchestrators: These are the Demand Gen warriors who own building their campaigns end to end. You can consider dividing this team up by segment type (Prospects vs. Customers, specific target audience segments, etc.). 
•  Content Strategists: This team can own building the content and ensuring they are including global insights to make it relevant for global teams. Often the pitfall when building global demand gen teams is that the teams build for the region they are in and are not considerate of how to extend the message to be global. This team can own building assets such as infographics, webinars, etc. 

The organization structure of a Demand Generation team that is supporting global demand should be tailored to the specific needs of the company, its target markets and business goals. 

Here are some general principles to follow:

• Regional demand generation managers: I’m a big advocate for localization. When possible, I recommend having dedicated demand gen managers who know the local market deeply.

• Demand generation aligned with sales: Depending on your products and go-to-market motion, you may want to consider aligning the demand generation team with different sales teams to ensure that all efforts are working together towards the same goals. For example, a demand gen manager focused on MSP for the MSP sales team.

• Demand generation specialists: Depending on your business, you may want to consider specialists in various demand gen disciplines such as content marketing, social media marketing, SEO, performance marketing and lifecycle marketing.

• Marketing analyst: A dedicated individual to support global demand generation is critical for. Measuring and tracking the results of demand generation campaigns is necessary to ensure that they are effective. You need someone dedicated to finding the insights within the noise of data.