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How do you facilitate cross-functional collaboration between sales and demand gen when launching new products or entering new markets?

Emily Chisholm

Seso Inc. Head of Demand Generation • 1mo

Always be planning together. That means frequent meetings and a shared doc where everyone has a chance to give their input and sign off, including executive leadership. T...

362 Views

How do you align on the lead scoring model, and what processes are in place for continuously optimizing it based on sales outcomes?

Emily Chisholm

Seso Inc. Head of Demand Generation • 1mo

Test it against real accounts and see where it lands. The fastest gut check: run your model on accounts you already know, and if it surfaces a low-fit account as a top pr...

385 Views

What are your strategies for managing discrepancies in pipeline forecasting between sales and demand gen?

Jeff Jewett

OfferFit Director of Demand Generation | Formerly Workday, Atlassian, Deel • 2mo

First, Demand gen has to move on from anchoring around lead volume and MQLs. Those numbers can look healthy while pipeline misses badly. I focus the forecasting conversat...

385 Views

How do you handle situations where sales believes the leads are not converting due to demand gen’s targeting or messaging strategy?

Emily Chisholm

Seso Inc. Head of Demand Generation • 1mo

In short: believe them. If your company invests in enablement and you trust that sales is being held accountable for their ability to close, then you have no reason not t...

348 Views

In what ways have you integrated sales feedback into the demand gen strategy without compromising the broader marketing objectives?

Emily Chisholm

Seso Inc. Head of Demand Generation • 1mo

I treat sales as a standing source of customer intelligence, not just a downstream recipient of leads. That means consistently asking reps what prospects and customers ac...

377 Views

How do you navigate the tension between sales-driven short-term goals and demand gen’s focus on long-term brand building?

Emily Chisholm

Seso Inc. Head of Demand Generation • 1mo

The tension eases when sales sees brand work paying off in their own pipeline. The foundation is a strong working relationship with your reps—when they trust you, they gi...

436 Views

What mechanisms do you have in place to quantify the impact of demand gen efforts on the sales pipeline beyond just lead generation?

Jeff Jewett

OfferFit Director of Demand Generation | Formerly Workday, Atlassian, Deel • 2mo

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...

388 Views

What steps do you take to ensure that the demand gen content strategy aligns with the sales team’s evolving needs and customer conversations?

Jeff Jewett

OfferFit Director of Demand Generation | Formerly Workday, Atlassian, Deel • 2mo

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...

414 Views

How does your role interact with the sales organization?

Sierra Summers

INFI VP of Marketing • 10mo

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...

820 Views

How do you ensure that the definition of a Marketing Qualified Lead (MQL) is continually evolving to reflect the changing market and sales needs?

Matt Hummel

Pipeline360 Chief Marketing Officer | Formerly Demandbase, Thomson Reuters • 1y

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...

922 Views

Can you share a specific instance where a misalignment between sales and demand gen led to a significant challenge? How was it resolved?

Matt Hummel

Pipeline360 Chief Marketing Officer | Formerly Demandbase, Thomson Reuters • 1y

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...

911 Views

Demand Generation Stakeholders · Sales / Demand Gen Alignment