Demand Generation Career Path
Stack Overflow Senior Vice President, Marketing • 3y
In order to become a demand gen leader, you need to understand how to empower your team to execute to the best of their ability, and also forge a professional development...
2810 Views
Counterpart Marketing Lead | Formerly Issuu, OpenText, Webroot • 3y
I actually started my career in sales and transitioned over to marketing and demand generation. What made me decide to make the switch? Personally, it felt like a better ...
1133 Views
Salesforce Senior Director, Global SMB and Growth Campaigns • 9mo
So I actually end every interview with the same question, and for me it can be the most telling about someone's accomplishments and how much they value their work. The qu...
956 Views
Harvey Vice President Marketing • 2y
Data quality issues. From duplicate records, invalid contact info, and missing fields. The lack of and inaccurate data can create a ton of manual work for the team.
487 Views
Lexia Learning Director, Demand Generation & ABM | Formerly Addigy, Qualia, Progress • 2y
Planning, process, and following the data.Planning - a campaign goes through a robust cross-functional process before it launches, and involves milestones with dates on a...
453 Views
ServiceNow Director, Integrated Marketing Campaign Management • 3mo
For me, promotions both for myself and for people on my team will almost always come down to impact, visibility, and readiness for the next role, not just tenure or effor...
383 Views
Apollo.io Director of Social, Community & Customer Marketing | Formerly Shopify • 2mo
I actually answered a version of this earlier in the AMA so go find it! But the one thing I'd add specifically for entry-level roles is this: don't wait for the title to ...
391 Views
AssemblyAI Senior Director, Growth & Demand Generation • 10mo
Growth marketers come in all shapes and sizes. The best I've seen are:Analytical Thinkers - This is a non negotiable. Growth marketers have to be deeply curious about the...
987 Views
INFI VP of Marketing • 9mo
When I justify a pay raise, I don’t just throw out a number, I find a way to tie it to company performance/impact.Revenue & Growth Impact – how much pipeline or close...
761 Views
Apollo.io Director of Social, Community & Customer Marketing | Formerly Shopify • 2mo
I think the "typical" career path for a demand gen manager is becoming less and less typical and I think that's a good thing.The traditional trajectory looks something li...
389 Views
SAP Concur Senior Marketing Manager, US MM • 2y
Generally I think B2C advertising for brand awareness play versus a B2B tactics unless you have large budgets for mass awareness like Salesforce. Was very cool to see the...
467 Views
How do you transition from sales to a demand generation role?
As someone with a wealth of experience in marketing and sales, from strategic to operational, what advice would you have for someone looking to transition from a sales role to demand generation? I love being involved in this pillar of the company and no longer in a front-facing sales position. What steps do you recommend I take to make this move successfully
JumpCloud Chief Marketing Officer | Formerly Envoy, Eventbrite, Brightroll, Animation Mentor, Dark Horse Comics, Borders Group • 1y
Great question. Difficult to answer, without knowing more about you as a human (feel free to reach out to me on LI and we can chat more specifically). That said, here is...
1897 Views
AI
What are the top AI skills you think we need in the next 12 months as Demand leaders?
ServiceNow Director, Integrated Marketing Campaign Management • 3mo
If I had to keep it real and not overthink it, the biggest AI skill demand leaders need in the next 12 months isn’t some super technical thing, it’s knowing how to actual...
533 Views
Armis Senior Director, Growth | Formerly Cloudflare, Gong, Genesys • 3mo
Great collaboration is not “we meet often.” It is shared goals, clear ownership, and fast feedback loops. What it looks like operationallyOne shared scorecardAgreed defin...
369 Views
Armis Senior Director, Growth | Formerly Cloudflare, Gong, Genesys • 3mo
I build teams around outcomes first, then roles.Start with the outcomesPipeline target by segment and regionConversion improvement targetsStrategic bets for the yearCore ...
361 Views
Armis Senior Director, Growth | Formerly Cloudflare, Gong, Genesys • 3mo
Common mistakesStaying too deep in executionDirectors need to design systems and lead through managers or senior ICs.Owning activity, not outcomes“We launched many campai...
364 Views
Armis Senior Director, Growth | Formerly Cloudflare, Gong, Genesys • 3mo
Attribution debates become unproductive when teams treat models as truth instead of directional evidence.My approach typically ends up focusing on this:Use model triangul...
361 Views
Armis Senior Director, Growth | Formerly Cloudflare, Gong, Genesys • 3mo
New segment strategy fails when teams copy old plays. I start with segment-specific truth, then build a focused launch plan. Usually, how I build it:Segment definitionFir...
367 Views
Armis Senior Director, Growth | Formerly Cloudflare, Gong, Genesys • 3mo
I avoid emotional channel decisions. I use a structured decision framework.5-part decision frameworkSignal qualityAre we seeing ICP-fit engagement and qualified meetings,...
366 Views
Armis Senior Director, Growth | Formerly Cloudflare, Gong, Genesys • 3mo
A strong cadence reduces noise and keeps decisions fast. I prefer a weekly rhythm with clear meeting intent. Here's an example:Monday, Performance pulse, 30 minutesPrior ...
370 Views
Armis Senior Director, Growth | Formerly Cloudflare, Gong, Genesys • 3mo
In enterprise, overlap causes confusion and missed revenue. I define ownership by journey stage and motion type. Core operating rule - Demand gen creates qualified demand...
357 Views
Armis Senior Director, Growth | Formerly Cloudflare, Gong, Genesys • 3mo
I use a funnel health stack where each stage has 2 to 4 core metrics. Metrics that matter most differ by funnel stage:Top of funnelICP reach qualityCost per engaged accou...
369 Views
Armis Senior Director, Growth | Formerly Cloudflare, Gong, Genesys • 3mo
I start by making the goal conversation concrete. “Aggressive target” is fine as ambition, but execution needs math and constraints. My approach:Translate revenue target ...
375 Views
Rei Notionライフハック2万部突破！ Account-Based Marketing - Lead | Formerly Navan(TripActions), Sendoso • 3y
I think coming from field marketing has been a huge driving force into helping me getting a demand gen leadership role.
Field marketing opened up doors for me to:
1) Bu...
1746 Views
ServiceNow Director, Integrated Marketing Campaign Management • 3mo
I don't think there's a single path. I've seen plenty of people transfer their skills into different parts of the organization by clearly showing the impact they can make...
390 Views
Armis Senior Director, Growth | Formerly Cloudflare, Gong, Genesys • 3mo
I do not see AI replacing demand gen leadership. I see it raising the performance bar.AI will automate more execution work:creative variationssegmentation ideasemail and ...
376 Views
6sense VP, Brand & Growth Marketing • 3y
The move from Manager to Director is about transitioning from someone who is told what to do and "pulls the levers." In someone who can own a strategy and help execute it...
1570 Views
You.com Chief Marketing Officer • 10mo
A: On the soft side: influence without authority, storytelling, and cross-functional collaboration. On the hard side: build comfort with data tools, AI marketing workflow...
580 Views
Counterpart Marketing Lead | Formerly Issuu, OpenText, Webroot • 3y
Three recommendations I have for gaining influence as a new member of an organization or as a junior team member include:
Understand how your work impacts the business o...
303 Views
WooCommerce CMO | Formerly Shopify, D2L, BlackBerry • 5mo
Related to a DG role specifically, I would start with fundamentals: where is demand breaking today, who’s the ideal customer, and why are deals being won or lost?I look f...
425 Views
Writer VP, Demand Generation & Growth • 6mo
In my opinion, the best demand generation marketers are system thinkers who are experts at interpreting data, shipping campaigns, and working well with others. Marketing...
771 Views
What is your favorite demand generation interview question and the best answer you've heard?
This could be tech stack related questions, but also more general demand gen questions.
Microsoft Director of Integrated Marketing, Americas • 6mo
"Best" DG interview question:How would you connect and align your company's marketing/DG goals with sales?Potential answer:First, we need to understand and differentiate ...
841 Views
Counterpart Marketing Lead | Formerly Issuu, OpenText, Webroot • 3y
The best demand generation candidates have curiosity in common. The demand gen space is constantly evolving. If you are not curious, it’s difficult to keep up.
How do yo...
667 Views
Vercel Head of Field & Partner Marketing | Formerly Zuora, Optimizely, Cisco Meraki • 6mo
There is no better way to get promoted than by showing that you are doing the job, or parts of the job already. When you're operating at the next level, it makes it more ...
570 Views
What would you consider in-scope vs. firmly out-of-scope for the role of a Campaign Manager?
This role often has poorly defined boundaries which can result in boiling the ocean to the point of ineffectiveness
Vercel Head of Field & Partner Marketing | Formerly Zuora, Optimizely, Cisco Meraki • 6mo
This is a good question but I'm going to give a nuanced answer. The reason being the 'Campaign Manager' role may be defined differently at different companies. Here at At...
763 Views
Counterpart Marketing Lead | Formerly Issuu, OpenText, Webroot • 3y
In order to retain good talent, I believe you have to care for the person as a whole. They need to know you care about their wellbeing. The leader of the team needs to cu...
453 Views
Asana Chief Marketing Officer (interim) • 1y
Soft skills are more critical when joining a new team, especially in Demand Generation, where collaboration is key. This role requires working cross-functionally with pro...
1555 Views
YouTube Marketing Lead for NFL Sunday Ticket on YouTube TV | Formerly Google Cloud • 3y
In order to be a Demand Generation leader, you want to be both left and right-brained. Often people think Demand Gen is all about analytics and architecting user journeys...
1625 Views
Rei Notionライフハック2万部突破！ Account-Based Marketing - Lead | Formerly Navan(TripActions), Sendoso • 3y
I would love to be a CMO one day, and I do think owning the Demand Generation function is a good way to get there.
Here are some of the strengths that I have seen from ...
1995 Views
OfferFit Director of Demand Generation | Formerly Workday, Atlassian, Deel • 7mo
Critical feedback can be difficult to hear, but it’s often a catalyst for growth. Even when you disagree with a review, resist the urge to dismiss it outright. Instead, a...
451 Views
Adyen Senior Marketing Manager | Formerly JFrog, Algolia, Docker • 7mo
1. Leverage Data skillsDemand Generation is about making money/pipeline, optimizing conversion rates, and managing a budget so your comfort with numbers and efficiency is...
398 Views
Apollo.io Director of Social, Community & Customer Marketing | Formerly Shopify • 3y
My advice for recent graduates looking to go straight into demand generation is to think about your own experience as a person who loves certain brands. Ask yourself what...
740 Views
Harvey Vice President Marketing • 3y
In terms of defining success, more top line KPIs are aligned to the targets set for pipeline and ACV (annual contract value) and my team's marketing contribution. Since m...
1857 Views
8x8 Vice President, Global Demand Generation • 7mo
When hiring for Demand Generation roles, I look for a mix of strategic, technical, and collaborative skills; people who can think holistically about growth, pipeline, and...
1620 Views
8x8 Vice President, Global Demand Generation • 7mo
What brought me to my current organization was the people and leadership. From the start, I was drawn to a C-suite that’s highly strategic, driven, and genuinely invested...
431 Views
OfferFit Director of Demand Generation | Formerly Workday, Atlassian, Deel • 7mo
I’ll admit up front that I haven’t always followed the best advice here. Outside of answering ShareBird questions and posting on LinkedIn, I focus most of my energy on my...
463 Views
INFI VP of Marketing • 9mo
Marketing and sales are BFFs in my world. I don’t see my role as just generating leads and passing them over- I’m in the trenches with sales. Making sure we’re building p...
802 Views
Stack Overflow Senior Vice President, Marketing • 3y
I wish I had a rosier outlook, but I think demand gen is actually going to get gradually more challenging as time goes on. I think that the profession itself is going to ...
3272 Views
OfferFit Director of Demand Generation | Formerly Workday, Atlassian, Deel • 2y
I think there are additional considerations to understand before determining whether to stop, start, or continue either of these. Specifically, what is the goal of the sp...
2352 Views