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Demand Generation KPI's

What are some KPIs that you find over-hyped and/or unimportant?

3 Answers

Heap Vice President, Marketing Acquisition & Growth • August 25

* Not necessarily over-hyped, but I think it is important to find the balance between being too focused on top-of-funnel (Traffic, leads, MQLs) and having targets that are out of your control to drive (closed / won, revenue). If your marketing team is ONLY KPI'ed on MQLs and nothing els......Read More

1494 Views

What is an important KPI that you see demand generation teams completely missing?

9 Answers

Moon Kang 🚀

Front Director, Digital Demand Generation • January 11

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

1369 Views

How do you recommend setting targets for KPIs?

7 Answers

Sheena Sharma

Heap Vice President, Marketing Acquisition & Growth • August 25

* 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

2007 Views

How do you recommend socializing KPIs (before the work starts and when it's done)?

5 Answers

Sheena Sharma

Heap Vice President, Marketing Acquisition & Growth • August 25

* 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

923 Views

I'm working at a start-up, and a first demand generation hire; what KPIs should I own and not own?

5 Answers

Moon Kang 🚀

Front Director, Digital Demand Generation • January 11

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

766 Views

For a lean startup with limited resources (1-2 marketers), but healthy budgets. How would you approach demand gen strategy and effectively develop campaigns that move the needle? What are the big questions to ask yourself?

4 Answers

Sheena Sharma

Heap Vice President, Marketing Acquisition & Growth • August 25

* I'd think about how you can leverage agency and contractor resources to get more out of your small team. * Then I'd also look at the maturity of the marketing program: * Do you have a decent database of leads, and the goal is activating that database and driving MQLs and SQLs? If......Read More

1274 Views

What's your process for figuring out what metrics to hold demand generation accountable for?

4 Answers

Moon Kang 🚀

Front Director, Digital Demand Generation • January 11

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

840 Views

What are good OKRs for Demand Generation?

7 Answers

Sheena Sharma

Heap Vice President, Marketing Acquisition & Growth • August 25

* 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

1830 Views

I’m the first Demand Generation hire in my company. What advice would you give to someone tasked with establishing this function in an existing business structure?

4 Answers

Nicolette Konkol

Morningstar Global Head of Demand Generation • October 6

* 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

906 Views

Setting KPIs can often feel arbitrary, especially when entering new markets. How do you get past this uncertainty to set realistic goals?

4 Answers

Sheena Sharma

Heap Vice President, Marketing Acquisition & Growth • August 25

* 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

1146 Views

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