Marketing Operations

Accurate pipeline forecasting requires moving away from static stage-weighted models that apply a single conversion rate to every deal in a given stage. The problem with ...

Most teams discover channel saturation after the fact, when CPLs have already climbed and pipeline has already softened. The goal is to build systems that surface those s...

Cohort analysis only becomes useful for controlling seasonality and aging when you are consistent about which anchor date you use and why.First-touch month is the cut I r...

Governance without enforcement is just a style guide nobody reads. The only UTM and event schema frameworks that actually hold up across channels, regions, and teams are ...

I default to expected value scoring over ICE or RICE because it forces you to think in revenue terms. ICE and RICE are fine for early-stage prioritization, but they break...

Product signals become meaningful funnel inputs only when you define thresholds that correlate with downstream revenue, not just activity. Many teams make the mistake of ...

Meetings booked is the single strongest predictor of win rate in every ABM model I've built, but the relationship only holds when you look at meeting quality, not just vo...

We partner closely with our legal, security and IT teams in reviewing the tools we bring into our stack, and stay in conversation around key configuration points that can...

Like many I'd say it's data related areas of our stack. We continue to focus on targeting capabilities. That connects to two workflow for us. Continuing to procure data p...

Some places to look for tooling for growth areStart with web tracking - we use Google AnalyticsOrganic search results and keyword tracking - we've used Google Search cons...

I try to build testing into the process wherever it makes sense, rather than treating it as something separate or extra. Not every campaign needs an A/B test, but when th...

Most tools in our stack have direct integrations with our CRM. We do use a composable architecture as well where all of our core system's data are extracted into a cloud ...

We use what I think is a pretty standard measurement frame work. We track both the offer (thing being promoted) and the channels that get you to the offer. UTMs are the k...

AI is getting sprinkled in a lot of places now, so we definitely have use cases in action. AI email for outbounding is a focus area right now. We've had moderate success,...

Iterable (what would be our automation tool in this case) is primarily used for us after lead capture, so extending the answer outside to other areas of our stack. Iterab...

I work at Iterable, so we use Iterable. We have a range of programs to support the life cycle. Here are a few:prospect nurturing with the goal of moving people in the nur...

My favorite question to ask during an interview is “If you could spend an extra $100k on demand generation in your current role, what would you spend it on and why?” I r...

Good segmentation starts with clean data. No matter how sophisticated your tools are, if the data is messy or incomplete, the targeting will fall flat. So I put a lot of ...

I try to start with the outcome we’re driving toward, not just the channels we’re using. That makes it easier to track performance in a way that’s meaningful and not just...

In order to collaborate with other teams using our tech stack to align DG efforts to business goals we need the following foundations:  A source of truth for all data. W...

I highly recommend building rituals around campaign briefs, kickoff meetings, project check-ins, and retrospectives. Essentially, you'll want to consistently convey what ...

I think A/B testing and evaluating statistical significance is obviously the highest fidelity type of testing you can do, but in the startup world I find that the speed w...

I think that strategically, there are definitely some things that make sense to work from a centralized perspective: Ex. global lead scoring, tech stack integrations, lea...

Based on my experience, campaign operations usually fall under marketing operations. However, this may largely depend on the stage of the business. For startups, it may m...

First and foremost, I believe it starts with clear goal setting. The goals and desired business outcomes should help drive the processes that need to be put in place.Whil...

I recommend starting by modeling out the forecasted results. Once you have these estimates, you can better determine the contribution by each channel, which will help you...

First and foremost, I prefer to define how we are going to measure success. What does success look like? It's helpful to define the overarching goal, but I recommend gett...

I would start with historical data, if available. Based on past trends, you can identify your safe bets, as they have proven to be effective over time.Suppose you are in ...

Utilize your personas, jobs to be done, ideal customer profile, etc., as the basis for your research. Begin by documenting the goals you aim to achieve with this campaign...

OOH is admittedly something I am not too experienced in. In the past, I've run geofenced display and paid social ads but those were more or less attributable to that regi...

Some of the insights I've seen that led to direct action items are misalignment on lead follow-up and poor multi-threading practices.  If a lead comes in after seeing an...

This is a tough question. At a minimum, I would request tracking pixels, which would be a lower level of effort but still require engineering support.The only tools I can...

From my perspective, the 3 most important tools currently in my tech stack consist of the following:Data warehouse: This enables you to house all of your customers’ data ...

The short answer is: I read a lot!From my perspective, this is critical for growth marketing and demand generation. Your knowledge can quickly become outdated as it is su...

First and foremost, there needs to be alignment on goals. What will the tooling help you accomplish? Will it help you become more efficient or solve a specific problem? H...

The KPIs that you should tie back to the tools in your tech stack should support your business goals, taking into consideration factors such as your overall business, go-...

The demand gen team is goaled on inbound stage 2 Salesforce opportunities. Not only do we need to create demand, but we also have to capture it, nurture it, and progress ...

First and foremost, the tools need to support your goals. You could have all the tools available, but they may not align with the desired business outcomes. Once you have...

The short answer is generally, yes. There is some nuance to this question though. I currently work at a startup that offers a data collaboration tool, so this is easier t...

I love this question. Oftentimes the question is what you should focus on, but what we should not focus on is equally important. I recommend not focusing on: Perfection....

My recommendation is to review your KPIs on a daily basis with a dashboard that is intended to give you a quick snapshot on how programs are trending. You’ll want to do a...

I see the definition for data, metrics and analytics as different although related. For me, data is the raw information. It’s probably messy and isn’t very actionable. I...

I’m approaching this question from the lens of being an SMB organization. This can of course vary between startups, SMBs and enterprises. I’ve seen the typical SMB org st...

From my perspective, ABM and PLG are two different approaches and while the associated metrics will have some overlap, they will largely differ. There is a complementary ...