Demand Generation Stakeholders

5 Answers
Erika Barbosa
Erika Barbosa
Observable Head of Growth MarketingMay 15
Both virtual and live events have their own advantages and disadvantages. While I believe that live events will always be favored due to the level of connection and engagement they provide, there is still a place for virtual events as well. That being said, virtual events can offer better ROI due......Read More
1919 Views
6 Answers
Tamara Niesen
Tamara Niesen
Housecall Pro VP, Product MarketingDecember 6
This is a bit tricky, especially if the feedback provider is an exec. One of the tactics that has helped me in the past is to outline what is in scope versus what is not. Be clear on this and have your approvers align to it. When suggestions that are out of scope and could impact your timelines, ......Read More
605 Views
3 Answers
Erika Barbosa
Erika Barbosa
Observable Head of Growth MarketingMay 3
If I could give my younger self advice on influencing the C-Suite, I would recommend the following: * Speak their language (not yours). Their time is very limited. * Speak to their priorities (not yours). Don't get into details that they don't care about. * Know your numbers inside and......Read More
545 Views
3 Answers
Erika Barbosa
Erika Barbosa
Observable Head of Growth MarketingMay 2
The main mistake that demand generation managers make when trying to influence the C-Suite is focusing too much on tactics and metrics instead of the business outcomes that matter most to executives, such as revenue and profitability. When demand generation managers fail to speak the language ......Read More
370 Views
2 Answers
Erika Barbosa
Erika Barbosa
Observable Head of Growth MarketingMay 11
In order to influence the C-Suite to get more resources, your case has to be backed by data and a clear story on how it will support the desired business outcomes. While this has always been the case, it is even more so in today’s economy. Here are some tips to start with: * Identify the need ......Read More
463 Views
3 Answers
Erika Barbosa
Erika Barbosa
Observable Head of Growth MarketingMay 4
Demand generation is dynamic and constantly changing by nature. In order to manage your programs while also being pulled in several directions, it's important to align them with overarching business outcomes and the priorities that support these outcomes. Here are a few tips: * Alignment w......Read More
363 Views
4 Answers
Jessica Gilmartin
Jessica Gilmartin
Calendly Chief Marketing OfficerAugust 19
This is a tricky one! First, you should assume that both stakeholders have good intent and that they’re willing to work together to resolve the issue. It’s critical to go in with a positive mindset! Then, try to create a shared fact base so that you’re all working from the same data. Once you hav......Read More
2380 Views
6 Answers
Jessica Gilmartin
Jessica Gilmartin
Calendly Chief Marketing OfficerAugust 19
I love this question. When you’re a small company, the stakeholders are a pretty small group: You’ll work with a small number of sales reps who generally serve similar customer groups and operate using the same sales strategy. As a result, the type of demand gen work you have to do is generally p......Read More
2740 Views
5 Answers
Jessica Gilmartin
Jessica Gilmartin
Calendly Chief Marketing OfficerAugust 19
We care a lot about clarity, both for our customers and our internal teams. So it’s important for us to build clarity into every step of the planning process: *  First, we align on goals: We don’t start any project until the team is aligned on the project’s goals and how they ultimately ladd......Read More
2165 Views
4 Answers
Erika Barbosa
Erika Barbosa
Observable Head of Growth MarketingFebruary 23
Aligning internal stakeholders can be challenging, but also rewarding and necessary. When you think about career growth, this is one skill that will level you up. Why? It’s human nature to have opinions and perspectives that we hold strongly. Sometimes these opinions may not be the project driver......Read More
501 Views