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What is your advice for creating and/or improving the demand generation process when joining a small but growing team?

Particularly for a small company with no or little structure?

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3 Answers
Establishing a Demand Generation Function
  1. Matt Hummel
    Matt Hummel

    Pipeline360 Chief Marketing Officer | Formerly Demandbase, Thomson Reuters • 3y

    Build a demand playbook. This forces you to get under the hood on how demand is created at your organization. Map out the entire process from awareness to advocacy, and everything in between. This will help you understand if there are any gaps in the process - for example, is demand gen (or even the organization) only focused on new customer acquisition but doesn't have a process for expanding or retaining?  Compare that with the data - digging into conversion rates throughout each stage. I call ...Read More

    1,305 Views
  2. Laura Lewis
    Laura Lewis

    Lexia Learning Director, Demand Generation & ABM | Formerly Addigy, Qualia, Progress • 1y

    There are three items I would recommend evaluating when joining any small but mighty demand generation team: Reporting & Infrastructure - Identify how leads are flowing from the website and offline programs through to the sales team. Many times there are issues in this process - incorrect scoring, gaps when syncing from marketing automation to CRM, undefined sales follow-up processes, missing tracking on conversion to opportunity. Making sure that you fully understand how this all works is c ...Read More

    427 Views
  3. Erika Barbosa
    Erika Barbosa

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

    Creating and/or improving the demand generation process all starts with getting a current lay of the land. Assess where the team currently is and identify areas of opportunity. I love digging into data and understanding the status of tracking, performance, goals and gaps. This is foundational groundwork. What low-hanging fruit have you identified? You’ll want to consider what type of framework you want to utilize such as a 30-60-90 day plan. Map this out in phases along with what is needed and t ...Read More

    279 Views

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