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Influencing the C-Suite
Marketing Ops / Demand Gen Alignment
Product Marketing / Demand Gen Alignment
Sales / Demand Gen Alignment
Stakeholder Management
Demand Generation Stakeholders
5 Answers
Erika Barbosa
Observable Head of Growth Marketing • May 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
2228 Views
6 Answers
Tamara Niesen
Housecall Pro VP, Product Marketing • December 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
677 Views
3 Answers
Erika Barbosa
Observable Head of Growth Marketing • May 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
571 Views
3 Answers
Erika Barbosa
Observable Head of Growth Marketing • May 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
385 Views
2 Answers
Erika Barbosa
Observable Head of Growth Marketing • May 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
487 Views
3 Answers
Erika Barbosa
Observable Head of Growth Marketing • May 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
377 Views
4 Answers
Jessica Gilmartin
Calendly Chief Marketing Officer • August 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
2450 Views
6 Answers
Jessica Gilmartin
Calendly Chief Marketing Officer • August 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
2794 Views
5 Answers
Jessica Gilmartin
Calendly Chief Marketing Officer • August 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
2206 Views
4 Answers
Erika Barbosa
Observable Head of Growth Marketing • February 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
525 Views