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I'm sure there will be questions about the best KPIs to track, what are some of the worst KPIs to commit to achieving?

John Yarbrough

AlertMedia Senior Vice President of Corporate Marketing • 1y

When I think about measurement gone wrong, my first question is typically about the marketer, not the KPI. All KPIs can be useful, assuming your measurement is scalable (...

1,501 Views

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

Sheena Sharma

JumpCloud Vice President, Revenue Marketing • 3y

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...

2,542 Views

Do you believe a demand gen manager can be successful without budget for ads to pair with their strategy?

Ami Denman

Chime Sr. Director: Lifecycle & CRM | Formerly Atlassian, Walmart, Popchips, PlayStation • 10mo

Yes, definitely - the key is focusing on really focusing on leveraging owned and earned channels like influencer partnerships, strong content, community building and lev...

460 Views

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

Jennifer King

Snowflake Head of Demand Generation • 2mo

I start with the business goal—usually revenue or pipeline—and work backwards from there putting a bottoms up plan. Then I map the funnel and separate what marketing can ...

354 Views

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

Jennifer King

Snowflake Head of Demand Generation • 2mo

The biggest one I see missing is pipeline quality—not just pipeline volume.A lot of demand gen teams are still optimizing for MQLs or even pipeline created, but not track...

381 Views

How do you recommend setting targets for KPIs?

Kanchan Belavadi

Snowflake Director Field Marketing - GCC, India • 2y

The 2 most important factors in determining targets are: Past performance and current/future business goals. Past performance: Looks at historical performance (within the...

567 Views

How does your team manage tracking KPIs and goals by channel?

Kady Srinivasan

You.com Chief Marketing Officer • 1y

We use a centralized dashboard that aggregates data from all our tools (e.g., CRM, marketing automation, analytics platforms). Each channel has its own set of KPIs that a...

1,812 Views

What areas do you see as the domain of a Demand Gen Team?

I'm just wondering in general what things a demand gen team do to drive demand? What's the most effective? What's less effective?

Ami Denman

Chime Sr. Director: Lifecycle & CRM | Formerly Atlassian, Walmart, Popchips, PlayStation • 10mo

Good question. Traditionally, demand gen has meant telling people about your funnel and filling the top of the funnel. In more recent times, it's evolved to focus on lett...

707 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?

Mike Braund

Komodo Health VP Revenue Marketing • 1y

Here are some ways to get startedAlign on goals and how success will be measured for youInput tour from your partners and stakeholders to inform your planCreate your visi...

942 Views

What is the difference between demand generation and growth marketing?

Laura Lewis

Lexia Learning Director, Demand Generation & ABM | Formerly Addigy, Qualia, Progress • 2y

This is one of my favorite topics! Usually, the answer is no difference at all. The term "Demand Generation" came first, and over time has evolved into "Growth Marketin...

981 Views

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

Erika Barbosa

Counterpart Marketing Lead | Formerly Issuu, OpenText, Webroot • 3y

I hear you. Depending on your business and how you implement and follow through on goals, it could feel arbitrary. However, even if that were the case, see the goal-setti...

379 Views

What KPIs and metrics can you recommend to use to measure the demand generation function + content marketing function?

Talmage Egan

BILL Director, Demand Generation • 1y

Demand generation and content marketing are truly a match made in heaven 🌟. Together, they create a powerful blend of long-term brand building and short-term pipeline gen...

1,307 Views

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

Kady Srinivasan

You.com Chief Marketing Officer • 1y

Own:Lead volume and quality (MQLs, SQLs).Campaign performance (CTR, conversion rates).Pipeline contribution and ROI of demand gen efforts.Don’t Own:Pure revenue metrics (...

670 Views

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

Erika Barbosa

Counterpart Marketing Lead | Formerly Issuu, OpenText, Webroot • 3y

This is going to be dependent on your business objectives and goals, the stage of the start-up and your go-to-market motion. Generally speaking, here are a few examples o...

387 Views

What are good OKRs for Demand Generation?

Samantha Lerner

Attentive Director of Growth Marketing, Acquisition • 1y

Effective OKRs for demand gen are measurable objectives that drive impact or growth in key areas such as acquisition, pipeline, awareness, and engagement. Before creating...

1,496 Views

How do you develop quarterly/annual demand gen OKRs and tie those to individual projects?

Nicolette Konkol

Morningstar SVP, Corporate Marketing | Formerly Ariba, Taleo, Showpad • 3y

The main OKR for demand gen will always be growing qualified pipeline and revenue so we know going into any given quarter what our targets are. To connect targets to camp...

903 Views

How do demand generation KPIs change with a self-serve product?

Justin Carapinha

Salesforce Senior Director, Global SMB and Growth Campaigns • 1y

It's not too different from your traditional demand funnel/waterfall and KPIs, but instead of leads > MQLs > SQLs > Opportunities > $ pipeline, your funnel sh...

1,770 Views

What is your methodology for identifying the right company targets in an ABM strategy?

Sierra Summers

INFI VP of Marketing • 3y

Work with your sales team! You can use a lot of different tech and methods to identify target accounts, but if your sales team isn't bought in, you won't be successful....

3,336 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?

Mike Braund

Komodo Health VP Revenue Marketing • 1y

There are a few things that come to mind for me me when you're in early stagesDefining your target audience (ICP and personas) and understanding the size of that audience...

683 Views

Demand Generation Team · Demand Generation KPI's