What framework do you use when assessing a new opportunity at a different company?

I start making a list of what I want in my next role during my current role. I don't wait until anything is bad or tough, I just start compiling the list when inspiration hits me. (ex. Own a pipeline number, or report straight into the CMO). 

For the role itself I look for some of the items I write on my list, opportunity for career growth, and managers that I can learn from.

In terms of the company itself I look for product-market fit, opportunity for company growth, understanding their sales stats, and a product that I feel excited about/passionate about. Most importantly I also look for a team that I like, because let's be real—we spend so much time with our coworkers, I need to like them!

This is a great question, and like most questions, there isn't one perfect answer. It really depends on the organization (size, growth rate, etc.), but I'll share some key things I would certainly want to evaluate for most situations.

• Available support: unless they are expecting you to do everything, it's important you understand what type of support resources you have. Will you have Marketing Ops, Sales Ops, paid media support, content marketing, etc. Some demand gen marketers can do all of that - and more power to you if you can, but organizations that invest in those areas, particularly in Marketing Operations, are likely to perform much higher from a demand gen perspective
• Alignment: this doesn't have to be perfect, but there has to be a desire. Alignment first and foremost with sales, but then also with Product as well as with Finance. If it's a smaller company you're going to want further alignment including those who drive influence such as the CEO
• Customer retention: the most frustrating thing for a demand gen marketer is if you are successful in your job (acquiring and even growing customers), but those customers are leaving as soon as they can. It makes your job that much more difficult, and ultimately it's a strong indicator of a larger organizational problem that you should at a minimum discuss during the interview process

Beyond those, just make sure it's a product/solution you can get excited about. The best marketing comes from marketers who are passionate about the customers they are serving. You don't have to be an expert in that particular field, but you should believe in what you are doing as that will show in your work!

When I'm looking for a new role, I have a couple of steps in my process.

First, I narrow down the job titles and types of companies I'm looking for. This might mean I only apply to Director of Demand Generation jobs at SaaS companies over 500 employees. At the manager level, decide if you're looking for Manager, Senior Manager, what type of company your experience best aligns with or you are most interested in, and if there is any other criteria that is important to you.

Before beginning interviews with companies I've applied to, I'll do my research. Who works there, according to LinkedIn? How much funding do they have, according to Crunchbase? Who is on the leadership team, and how much experience do they have? What are employees saying on Glassdoor? What is the salary range for this position in general, and this position at this company? I've turned down interviews before because of Glassdoor reviews. If you know exactly what you are looking for, you can filter companies in and out based on that. If you're not sure or can't find enough information, go through the interview process to learn more.

I'll ask a lot of questions during my interviews, as well, as tailor those questions to the person I am speaking with. When you meet with a peer reporting to the same boss, ask them about your potential boss's management style. When you meet with the most senior employee, ask them about the financial viability of the company. When you meet with sales, ask them what their biggest challenge is right now to close deals.

The company is evaluating you, but you are also evaluating the company.

I'm pretty loyal and like to spend a few years at a company since I believe it takes at least 3 years to settle and see your impact to fruition. I'm at a Fortune 500 and still the fruits of my labor are finally unfolding from work I put in place 6 years ago. For this reason, my general framework is:

1. What am I looking to do 2 roles from now? Helps me get out of a specific time frame and more focused on what I aspire to be doing and the skill sets I need to learn to get there.

2. Is there opportunity to learn and grow within my current company to gain the skill sets I need for that next role? If so, I likely will stay. It's easier to lean on the internal network you've built than starting from scratch. I focus on sharing with my management and stakeholders where I aspire and the skillsets I need to learn to ensure I am intentionally moving towards that path. If the growth opportunity doesn't exist to learn the skill sets you want at your current company, decide how long of a timeline you want to wait to see if anything changes before you actively pursue new opportunities and go.

3. Assess and have a pulse on the market. I like to take a recruiter's call at least once a year. Even if I'm not interested in a new job, I think it's helpful to understand your value in the market. It also often leads to fun conversations with counterparts of yours at other companies. I also find that it helps reinvigorate my commitment and loyalty to my current company because along the way, it's a reminder of how great your current role and company is.

4. I am a hyper rational person. When it comes to big decisions that I've written extensive pros and cons lists about, my executive coach challenges me to close my eyes, envision each scenario if it has already occurred and see how I feel. Based on the feelings, go with that route.

The framework will be unique to an individual, but here are some areas I recommend you consider:

• Seek a manager you can learn from. I firmly believe in a growth mindset. That being said, I recommend seeking an opportunity where you have confidence in your manager. I love having the opportunity to learn and grow and your manager will impact this.
• A supportive team. How do you feel about the team you would work with? For the opportunity to last, you’ll need confidence in your team. It’s very rewarding when your team elevates one another.
• Career growth. Is the opportunity for career growth important to you? This is critical for me so it’s a requirement of mine while assessing new opportunities.
• Culture fit. You spend a lot of time with co-workers and in your role. Does the culture appeal to you?
• Leadership team and mission you believe in. It’s important to me to have a leadership team you are confident in and a mission you can get behind.

There will be details to this framework that will change over the course of your career. I recommend being confident in the areas that are non-negotiable for you versus flexible depending on the opportunity. Lastly, I recommend considering why you are looking into a new opportunity and does it satisfy the shift you are seeking.