What's your process for figuring out what metrics to hold demand generation accountable for?

Demand gen is responsible for every stage of the funnel but accountable for stages where they have ~50%+ of the influence on that stage compared to sales. For example, ...

Start with understanding what the business cares about most. All Demand Gen teams are expected to help drive pipeline and bookings, but you should try to get as much cont...

When demand generation teams are held accountable for sales qualified leads (SQLs), pipeline and closed-won revenue, the process defines itself. Here's why:It encourages ...

Understanding what factors influence your company's buyer cycle is the first step, including the company's goals, market, and target audience. 1. Define your goals: Sta...

I start with the business goal—usually revenue or pipeline—and work backwards from there putting a bottoms up plan. Then I map the funnel and separate what marketing can ...

Framing KPIs in terms of control and impact: if you control it or influence it, you can own it. In Demand Gen, we can control lead quality, MQLs routed to sales, and even...

Work backwards from revenue and then hold the team accountable for one to two steps from revenue and is still within their influence - likely SQLs or pipeline contributio...

I think most teams have got themselves to the point where the answer is pipeline and bookings. If you think about bookings and pipe as level one KPIs, then creating level...

Ultimately you want to work across the company's leadership team and determine what is most important to them and what success for marketing and demand generation looks l...

I’m going to approach this question from a product-led growth (PLG) perspective. My process for identifying the appropriate metrics consists of mapping out the user journ...

The process I use to determine which metrics to hold demand generation accountable for can be summarized into four key steps: 1) Assess the Current Situation Go on a lis...

The metrics you hold demand generation accountable for will vary depending on the stage of your business and the maturity of your analytics 🔍. A startup, for instance, wi...

I always start with pipeline and am hard-pressed these days to find a DG team that doesn't have pipeline as their key result. The pipeline conversation should happen with...