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What is one lesson you learned the hard way as a leader in Demand Generation and why was this important to you?

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3 Answers
Demand Generation Soft and Hard Skills
  1. Pamela King
    Pamela King

    YouTube Marketing Lead for NFL Sunday Ticket on YouTube TV | Formerly Google Cloud • 3y

    The one lesson I learned the hard way as a Demand Gen leader was that I was not as knowledgeable about my target audiences as I thought I was. I kept seeing different people respond differently to various assets and did not understand why. I learned that it was important to thoroughly understand the audience before building or when optimizing the campaign. It can't just be work from a 3rd party paper (e.g. - Forrester), it has to be true on the ground insights (from Sales or a Research team).  T ...Read More

    2,034 Views
  2. Tamara Niesen
    Tamara Niesen

    WooCommerce CMO | Formerly Shopify, D2L, BlackBerry • 3y

    Operating in a silo from sales and not treating them as my first team. B2B demand gen marketing- developing pipeline for sales is our job. If we are not in lockstep with sales, and don't show up as one team, we end up with an unhealthy tension that pits teams against eachother.    I have only made this mistake once, where I hit my MQL/Sales accepted targets and when we didn't hit our deal target for the quarter, I did not take accountability for the full funnel, and left sales to take responsibi ...Read More

    1,112 Views
  3. Erika Barbosa
    Erika Barbosa

    Counterpart Marketing Lead | Formerly Issuu, OpenText, Webroot • 3y

    One lesson I learned the hard way is relying solely on data and not incorporating qualitative data from customers and/or sales teams. I often get deep into the weeds of what the data is telling us, but pairing it with qualitative data is powerful. Why is this important to me? Ultimately, building and marketing products that do not exceed what customers are looking for defeats the purpose. What better form of intel than at the source? This does not mean only building what customers ask for becaus ...Read More

    200 Views

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