Demand Generation Stakeholders

Building on the forecasting model above, the metrics I care about most when measuring demand gen's impact on pipeline are: Marketing-sourced opportunity rate: what perce...

To manage pipeline forecasting differences between sales and demand generation, I'd focus on building a system where sales, demand gen, RevOps, and MarOps work together, ...

Great question - such a true description of the tension so often experienced between sales and marketing. Fortunately, there's great news - you can do both. Good brand ma...

My role in a new product launch or market entry is to plug demand gen into PMM and enablement's process early rather than run a parallel one. PMM owns positioning, enable...

This comes up in every demand gen role I've had. My starting point is always to treat it as a legitimate signal rather than a turf battle. If sales is saying leads aren't...

The biggest risk in content strategy is building it around what marketing assumes buyers care about rather than what actually comes up in sales conversations. To close th...

Lead scoring alignment breaks down when marketing builds the model and hands it to sales. Instead, start by sitting with sales leadership and a few reps and asking: what ...

I answered a similar question above, so pasting that below. In my experience marketing ops has either been the driver or a core contributor when developing the campaign a...

Having a strong Marketing Ops + Demand Gen collaboration is what turns a good GTM plan into a high-performing, measurable engine. The best orgs treat these teams as co-ow...

Both teams need to lean on data to tell us what is working and what is not. Trust needs to go both ways. Mops trusts demand gen to know what content will keep the prospec...

This gets a bit tricky especially when marketing likes to try new things. I would like to think that both teams want to optimize and find efficiencies so keeping an open ...

Sales alignment is key to building a strong ABM program. Having a targeted account list with ICP is the first step, then leaning on data to help with account tiering.Base...

Being transparent on resource capacity is the first step in working collaboratively between teams. Having OKRs that are aligned to the top level goals of the company are ...

The long term answer is building a suite of views and dashboards designed to help with the core decisions the team is wanting to make. For example at Iterable we have a c...

Success in Demand Generation is the same as business success - revenue. DG is, however, in a position to track and influence the results of many different leading indicat...

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...

Starting with use cases and outcomes is what I've seen help decision making on tech selection the most. In my earlier years this was a shift from a list of product featur...

These examples aren't specific to marketing ops and demand gen alignment but more broad. Project management - creating a project plan, role definitions, identify the outc...

Our Marketing Ops team sits in Demand Gen at Iterable so there is a lot of connection from the outcomes we're after when working together. I think that would be the place...

To gain momentum in the leadership organization it is important to build relationships with other leaders within the organization because it can help to create a more col...

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 th...

This question is very difficult to answer as it depends on the context and make up of each company and where they've chosen to invest resources depending on business need...

Three common mistakes come to mind when Demand Generation managers are trying to influence the C-Suite:Focusing too much on the top of the funnel:Awareness, traffic, and ...

Strong understanding of the business goals/objectives, and ultimately how your work aligns and is impacting those goalsThe ability to tell a good story - demand gen is a ...

This is another hard one. Securing incremental resources for your marketing efforts involves making a compelling case to your executive leadership team. And sometimes the...

It’s all about finding common ground and keeping the conversation focused on business outcomes. Below is my typical approach:  Listen to perspectives of both executives ...

Let me unpack this question.#1 Team structure and sizeThere’s no one-size-fits-all approach here. How you structure a demand gen team depends on a few key factors:Busines...

This is a good question; most of my career required influencing others without authority until I got into management. One of my favorite examples is from Walmart Ecommerc...

In order to collaborate with other teams using our tech stack to align DG efforts to business goals we need the following foundations:  A source of truth for all data. W...

Similar to other answers, I believe resolving conflict begins with listening to both people’s perspectives. Sometimes it’s a simple miscommunication that can be solved by...

Managing stakeholders is a critical and necessary skill, and clear communication plays a significant role in achieving this. What may seem obvious or clear to one person ...

I believe that the ownership of the decision should rest with the person or team with the most knowledge about the decision being made. As long as the decision that need...

“A camel is a horse that was designed by committee.” - Sir Alec IssigonisMarketoonist Tom Fishburne has a fantastic cartoon on this as well.When determining stakeholder i...

I love following the typical feedback patterns and cadence in creative work:V1: get a rough idea, skeleton, "first draft" together and get as much feedback as possible fr...

Successful partnerships aren’t just about process is about forming real relationships with the people in those roles. Here some rules I like to follow to forget these par...

For sales and marketing alignment, I find understanding their core KPIs and joining their regular leadership cadence meetings allows you to understand the top of mind cha...

I believe this comes down to building personal relationships between you and the stakeholders in other functions. Assuming positive intent, if you have a solid working re...

I am focused on B2B marketing to create, drive and capture demand with the end goal of creating a pipeline for sales teams (well, ultimately to acquire customers!). From...

It’s not just important—it’s non-negotiable. Demand Gen doesn’t operate in a silo. Without strong cross-functional alignment, we’d just be a lead factory dumping names in...

Influencing across functions is all about trust, empathy, and speaking people’s language. Here's how I think about it:Start with the ‘why’. If I want someone to care or s...

100%. A rule of thumb that has been helpful for me is that your organization's primary Go-to-market motion defines the primary and secondary stakeholders that you interac...

The approach for managing people who don’t report to you will be different from your direct reports. This can equally apply to feedback on a piece of work and prioritizin...

I once wrote a blog post called "When did MQL become a 4-letter word." And this remains such a hot-button topic. Are MQLs dead? Should we be focused on accounts? Qualifie...

Too many to count! One key example was when I was launching a large scale evergreen content syndication program. If you know content syndication, you know it can take tim...

If done properly, integrating sales feedback should not only NOT compromise the broader marketing objectives, but it should actually make your marketing efforts more succ...

I believe the key to this is to set clear expectations from the beginning. Communicate the project framework in your kickoff or initial call. If this foundation is laid f...

To a degree this remains trial and error / a bit fluid. However, we are seeing that not over-relying on one form vs. another is the best approach. For example, webinars u...

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 t...

Understand your stakeholders.Understand their goals, needs and priorities.Understand their expectations from you/your team/function.Figure out how the above aligns with y...

When working with the C-Suite, it's important to keep in mind that they are pressed for time and have a clear vision for what needs to be executed to support desired busi...