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What role does Marketing Ops play in supporting Demand Gen's campaign planning and execution?

Jennifer King

Snowflake Head of Demand Generation • 8mo

Marketing Ops enables Demand Gen success by providing the data, systems, and processes that power campaigns. They ensure clean list targeting, efficient execution, and ac...

371 Views

What best practices have you implemented for joint Marketing Ops and Demand Gen planning sessions?

Mike Braund

Komodo Health VP Revenue Marketing • 1y

Some ideas I've tried or you can try are:Ideation sessions - keep them organized, set expectations, and identify next steps with the ideas that are prioritizedWe've used ...

425 Views

How do you ensure that Marketing Ops and Demand Gen teams are working towards the same customer journey goals?

Jennifer King

Snowflake Head of Demand Generation • 8mo

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...

417 Views

How do you balance the need for Marketing Ops efficiency with Demand Gen's creative requirements?

Mike Braund

Komodo Health VP Revenue Marketing • 1y

Communication, relationships, and defined workflows/process. Workflows and process can be right-sized to the team to provide value at the same time not being a burden on ...

469 Views

How do you operationalize ABM programs (account selection, hierarchies, target lists, SDR alignment, measurement)?

Jennifer King

Snowflake Head of Demand Generation • 8mo

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...

483 Views

How do you build a shared roadmap and capacity plan between Marketing Ops and Demand Gen?

Jennifer King

Snowflake Head of Demand Generation • 8mo

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 ...

484 Views

How do you ensure that Marketing Ops is providing timely and accurate data for Demand Gen decision-making?

Mike Braund

Komodo Health VP Revenue Marketing • 1y

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...

1,157 Views

How do you approach technology stack decisions to benefit both Marketing Ops and Demand Gen teams?

Mike Braund

Komodo Health VP Revenue Marketing • 1y

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...

422 Views

What training or skill development programs have you implemented to improve alignment between Marketing Ops and Demand Gen?

Mike Braund

Komodo Health VP Revenue Marketing • 1y

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...

421 Views

What metrics do you use to evaluate the effectiveness of Marketing Ops in supporting Demand Gen efforts?

Mike Braund

Komodo Health VP Revenue Marketing • 1y

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...

860 Views

Demand Generation Stakeholders · Marketing Ops / Demand Gen Alignment