Marketing Operations
2 Answers
Nicolette Konkol
Morningstar Global Head of Demand Generation • July 21
The MarTech stack is only as good as the strategy, people, and process it supports. Invest in the strategy, people, and process to set the foundation, and then select MarTech that will amplify and accelerate that. The MarTech stack at Morningstar includes 6sense, Asana, Bizible, Contentstack, Elo......Read More
780 Views
What is your favorite demand generation interview question and the best answer you've heard?
This could be tech stack related questions, but also more general demand gen questions.
3 Answers
Liz Bernardo
Snow Software Director of Demand Generation and Channel Marketing - Americas • October 26
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 really like this question because it helps me understand a variety of things about how the candidate thinks. Dependent on the ......Read More
1186 Views
2 Answers
Moon Kang 🚀
Front Head of Digital Demand Generation & ABM • July 20
Yes. It's nothing out of this world -- typical UTM parameters pass all the way through to the contact record, which, when an opportunity is created on the same account, passes through to the opportunity record, which we follow all the way down to closed-won. We then look at LTV:CAC down to the ut......Read More
470 Views
2 Answers
Nicolette Konkol
Morningstar Global Head of Demand Generation • July 21
Perfection should never be the priority. "Don’t let 'perfect' be the enemy of 'good.” Formulate some hypotheses, strive for your best, and then always plan to iterate. The more data you collect from how your customer interacts with a campaign the better your campaign can become with optimization ......Read More
513 Views
2 Answers
Moon Kang 🚀
Front Head of Digital Demand Generation & ABM • July 20
I break out the DG metrics into two groups: 1. Demand generation Here I focused on generating demand through "push" campaigns to our ICP accounts. I call this "push" because I am essentially shoving our ads in front of folks who never asked for it. I look at things like ad impressions, CTR, e......Read More
1122 Views
2 Answers
Nicolette Konkol
Morningstar Global Head of Demand Generation • July 21
Campaign operations and demand generation are part of the same value chain of campaign creation, so it depends on the size and scale of your teams as well as the specialization you chose to prioritize. Often in startups, you have demand gen and ops in one person, as the org scales, you begin to i......Read More
561 Views
2 Answers
Moon Kang 🚀
Front Head of Digital Demand Generation & ABM • July 20
I would consider data and metrics to be synonymous in most cases, however, if I had to define it individually, I'd say data is the raw format of all the little quantitative metrics we are collecting on an individual, company, or campaign. Metrics are a bit more aligned to the quantitative data th......Read More
511 Views
2 Answers
Moon Kang 🚀
Front Head of Digital Demand Generation & ABM • July 20
I believe a successful structure requires a robust data analyst on both Marketing and RevOps. The RevOps analyst is very important because they decide, based on the company's revenue goals, how many various SFDC stages are needed to hit that goal. They understand the stages and their progression ......Read More
487 Views
2 Answers
Moon Kang 🚀
Front Head of Digital Demand Generation & ABM • July 20
I think strategies like ABM are decided upon when you identify a strong, core ICP that you can trust both quantitatively and qualitatively. ABM requires a solid ICP to understand who to go after but strong qualitative feedback from sales leadership validates and supports that ICP. When you have t......Read More
508 Views
1 Answer
Nicolette Konkol
Morningstar Global Head of Demand Generation • July 21
First one would be a sound campaign planning process that starts with the outcome you are trying to achieve, who your target audience is, and an understanding of where they "live" i.e. where they spend time with their peers learning about new solutions. Second would be an airtight Q/A process tha......Read More
512 Views