Establishing a Demand Generation Function

4 Answers
Erika Barbosa
Erika Barbosa
Counterpart Marketing LeadFebruary 13
This is a tricky question to give a general response to! Let me start by laying out the strategy for how to approach this question as there isn’t a “one size fits all” response. Some of the variables to consider are the business objectives, industry, and business size, among many others. * Alig......Read More
300 Views
5 Answers
Tamara Niesen
Tamara Niesen
WooCommerce CMOAugust 25
Creating an environment where we have trust, pysocholigical safety, and fun is key, but it's trust that allows team members to have autonomy and agency. Celebrating wins toegther, celebrating mistakes (fail forward!), and removing roadblocks are foundational to building healthy teams.   Someth......Read More
1290 Views
6 Answers
Erika Barbosa
Erika Barbosa
Counterpart Marketing LeadDecember 21
In order to prioritize needs/deliverables you first have to understand the associated goal(s). Based on this, you can work backwards to better understand what will drive the desired outcome. It’s easy to quickly become overwhelmed as the one demand generation manager. Prioritization is key. As......Read More
2316 Views
3 Answers
Erika Barbosa
Erika Barbosa
Counterpart Marketing LeadDecember 21
I recommend structuring a 30-60-90 day plan with clear timelines and goals. This will look different at an established org versus a start-up. This may also look different depending on the full scope of the role. That being said, let’s dive in: * 30 days: The first 30 days are about getting to k......Read More
1836 Views
2 Answers
Erika Barbosa
Erika Barbosa
Counterpart Marketing LeadFebruary 9
Creating and/or improving the demand generation process all starts with getting a current lay of the land. Assess where the team currently is and identify areas of opportunity. I love digging into data and understanding the status of tracking, performance, goals and gaps. This is foundational gro......Read More
268 Views
2 Answers
Erika Barbosa
Erika Barbosa
Counterpart Marketing LeadFebruary 15
Demand generation differs between small and large companies significantly. There are more differences than similarities. From my experience of working at everything from startups to enterprises and all sizes in between, here are a few highlights of the differences: * Budget. This is not always ......Read More
253 Views
1 Answer
Erika Barbosa
Erika Barbosa
Counterpart Marketing LeadFebruary 16
From my experience, the approach and expectations vary greatly in these two scenarios. The biggest surprises tend to be infrastructure so think tracking and reporting and expectations for next steps. Let me break down the two scenarios and provide additional clarity. Oftentimes when you enter ......Read More
603 Views
1 Answer
Erika Barbosa
Erika Barbosa
Counterpart Marketing LeadFebruary 16
When coming in as the Head of Demand Generation in a startup, your 30/60/90 day plan will most likely include a few additional elements such as: * Tracking and reporting infrastructure. You may need to do some infrastructure work such as setting up additional tracking and reporting. This is ......Read More
597 Views
1 Answer
Erika Barbosa
Erika Barbosa
Counterpart Marketing LeadFebruary 10
The earliest stage I typically recommend hiring a demand generation manager is when you have established product market fit and a solid understanding of your ideal customer profile (ICP). This can vary depending on your business. If you haven’t reached this stage, I would consider more organic......Read More
630 Views
1 Answer
Erika Barbosa
Erika Barbosa
Counterpart Marketing LeadFebruary 7
To coordinate and work cross-functionally with the product marketing team you need to establish trust and respect from several micro-moments. Be sure to establish ongoing communication with the relevant stakeholders. * Define common goals. How can your joint efforts support your common goals? ......Read More
550 Views