What recommendations do you make in order to assure the continued success of your strategies?

Sustained demand generation success does not come from individual campaigns or channel; it comes from operational discipline and leadership alignment. High-performing demand teams build tight feedback loops with Sales, using weekly qualitative input to validate lead quality, buying group engagement, and message resonance. They protect time and budget for experimentation, understanding that what worked six months ago will not work forever. Successful leaders also invest continuously in buyer rese ...Read More

I think this is a really great question, and a too often overlooked area for really drilling down into your team's success. You of course have to have product-market fit, the right positioning + messaging, and the right creative campaigns. But, you will not be able to create a predictable, scalable demand generation program if you do not have the muscle of reviewing, recapping and iterating on your top campaigns. When I was at Eventbrite, our team pioneered the concept of quarterly demand genera ...Read More

Having accurate data and good data is the foundation in delivering success. You have to be able to quickly answer this question: “For every dollar I put in market, how much am I bringing back to the organization?” If you can't answer this with confidence, then you can't even begin to drive success of your programs. We all know when we put garbage in, garbage comes out. Reports are great but only if the input of the data is accurate. Which is why it is critical to focus on the data structure to m ...Read More

Great question! It’s helpful to approach your demand generation strategies from the perspective that it is constantly evolving. Approach it from a growth mindset. This is not a “set it and forget it” scenario. Here are a few recommendations to get started: Speak with customers. First and foremost, speak with customers when you can. Learn from customers. Listen to sales calls. Whatever you need to do to hear it directly from customers because that’s how you’ll truly understand what value means to ...Read More

Great question! It’s helpful to approach your demand generation strategies from the perspective that it is constantly evolving. Approach it from a growth mindset. This is not a “set it and forget it” scenario. Here are a few recommendations to get started: Speak with customers. First and foremost, speak with customers when you can. Learn from customers. Listen to sales calls. Whatever you need to do to hear it directly from customers because that’s how you’ll truly understand what value means to ...Read More

It somewhat depends on the specific strategy, but in general there are two things to look at: Inspect regularly: bear in mind, some things take time to materialize, so know when to look. But you can also speed that up by looking at both leading and lagging indicators. Are things working initially as expected - e.g., are you engaging the right target audience. Keeping an eye on things early and often will help you know if you're on the right track vs. waiting potentially too long before realizing ...Read More