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Building a Demand Generation Team
Demand Generation KPI's
Establishing a Demand Generation Function
Demand Generation KPI's
8 Answers
Moon Kang 🚀
Front Head of Digital Demand Generation & ABM • January 10
1. Cost per $1 of pipeline I see a lot of teams simply focus on cost per lead, then cost per opp, then cost per closed won -- but when you look at cost per $1 of pipeline, or even better, cost per $1 of annual recurring revenue, you will start to understand how efficient your demand gen machine ......Read More
763 Views
4 Answers
Moon Kang 🚀
Front Head of Digital Demand Generation & ABM • January 10
Demand gen is responsible for every stage of the funnel but accountable for stages where they have ~50%+ of the influence on that stage compared to sales. For example, Demand generation at the awareness stage is 100% responsible for delivering that message to the masses by driving the DG mac......Read More
561 Views
4 Answers
Sheena Sharma
Heap Vice President, Marketing Acquisition & Growth • August 24
* I love this question! * I think it is really important to make sure that you have alignment on a few key things before you start any project or initiative: * Context * Objective * Strategies * KPIs * Primary * Secondary * Out of scope * DACI (Drive......Read More
661 Views
6 Answers
Sheena Sharma
Heap Vice President, Marketing Acquisition & Growth • August 24
* I ran a training for my team on this earlier this year! Here's an abridged version (feel free to reach out to me via LinkedIn if you want the full deck): * What do we mean when we say “project-specific KPI”? * As we develop quarterly plans, or kick off specific strategies, we ......Read More
1474 Views
7 Answers
Sheena Sharma
Heap Vice President, Marketing Acquisition & Growth • August 24
* These are the core OKRs that I've tracked in various forms throughout my demand generation career: * Objective: Drive pipeline * Key Results: * Raw volume merics: * Leads: Net new names added to the database * MQLs: Marketing qualified leads, or folks who ......Read More
1316 Views
4 Answers
Moon Kang 🚀
Front Head of Digital Demand Generation & ABM • January 10
Own all of the lead generation because no one else can do it besides DG. Have a stake in opportunity creation (% of your pay with accelerators), pipeline generation, and inbound revenue. I would not own organic social media and only ask to own SEO if you have a dedicated head or agency for it......Read More
549 Views
4 Answers
Nicolette Konkol
Morningstar Global Head of Demand Generation • October 5
* Make sure reporting is set up to measure what’s important and is agreed upon across sales & marketing * You can’t wait till the martech stack is built or the website is perfect or your strategy is complete to start generating demand. You’re going to have to build the race car while y......Read More
636 Views
4 Answers
Sheena Sharma
Heap Vice President, Marketing Acquisition & Growth • August 24
* See my answer on how I recommend setting targets - I think it's really really hard but really really important to get past the uncertainty, and set some kind of target. * In my 10+ years of building and launching demand generation programs, I honestly can't remember a time when I ha......Read More
804 Views
5 Answers
Sheena Sharma
Heap Vice President, Marketing Acquisition & Growth • August 24
* Quarterly/annual OKRs: * In an ideal world, you have a joint financial planning process between demand gen + Sales that outlines the sales bookings targets you need to hit for the year, and then broken down by quarter. * From there, say your quarterly sales bookings plan......Read More
914 Views
2 Answers
Sheena Sharma
Heap Vice President, Marketing Acquisition & Growth • August 24
* This is another great question! * I think there a few categories of KPIs where you should be wary: * (1) KPIs or metrics that are out of your control. * I fully believe that marketing and demand generation should be really focused on driving meaningful results for the busi......Read More
936 Views