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How do you forecast pipeline and revenue from current funnel health (probabilistic stage models, velocity distributions), and how do you stress-test scenarios?

Erika Barbosa

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

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 ...

390 Views

How do you detect and manage diminishing returns and channel saturation at TOFU (response curves, share-of-voice thresholds, budget reallocation rules)?

Erika Barbosa

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

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...

356 Views

Which cohort/vintage cuts (first-touch month, segment, offer, territory) do you rely on to control for seasonality and aging when comparing funnel performance?

Erika Barbosa

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

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...

363 Views

What governance do you enforce for UTM/taxonomy and event schema to ensure comparability of stage metrics across channels, regions, and teams?

Erika Barbosa

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

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 ...

386 Views

What framework do you use for experiment prioritization (ICE/RICE/expected value), and how do you balance speed of learning with statistical rigor and risk?

Erika Barbosa

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

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...

373 Views

How do you integrate product analytics into the funnel (PQL/PQA definitions), and how do you quantify the incremental lift of product signals on pipeline creation?

Erika Barbosa

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

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 ...

365 Views

For ABM, which account-funnel KPIs (coverage, awareness, engagement, meetings, pipeline, revenue) are most predictive of win rate in your models?

Erika Barbosa

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

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...

381 Views

How do you ensure data security and compliance within your tech stack, particularly concerning customer information and GDPR/CCPA regulations?

Mike Braund

Komodo Health VP Revenue Marketing • 7mo

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...

382 Views

Are there any gaps or challenges in your current tech stack that you're looking to address, and how do you plan to overcome them?

Mike Braund

Komodo Health VP Revenue Marketing • 7mo

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...

393 Views

What are the must use automation tools for a growth marketer example dashboarding, data sync, etc which tools can help best?

Mike Braund

Komodo Health VP Revenue Marketing • 7mo

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...

424 Views

How do you approach A/B testing and experimentation within your demand generation campaigns, and which tools do you use to facilitate this process?

Mike Braund

Komodo Health VP Revenue Marketing • 7mo

It depends on the channel we're testing in:Ad campaigns we manage testing variations within the platform (Google ads, LinkedIn, 6sense)For website testing we use VWO righ...

367 Views

How do you integrate your CRM with other tools in your tech stack for seamless data flow?

Erika Barbosa

Counterpart Marketing Lead | Formerly Issuu, OpenText, Webroot • 1y

It starts with clarity on what data actually needs to move between systems and why.It’s easy to fall into the trap of syncing everything, but that usually leads to unnece...

436 Views

How do you handle attribution modeling to accurately attribute leads and conversions to the appropriate marketing channels?

Mike Braund

Komodo Health VP Revenue Marketing • 7mo

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...

395 Views

Have you implemented any AI or machine learning tools in your demand generation processes, and if so, what impact have they had?

Mike Braund

Komodo Health VP Revenue Marketing • 7mo

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,...

402 Views

Are there any specific tools or features within your marketing automation platform that you find particularly effective for lead generation?

Mike Braund

Komodo Health VP Revenue Marketing • 7mo

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...

407 Views

Which marketing automation software do you use, and how does it support your demand generation efforts?

Mike Braund

Komodo Health VP Revenue Marketing • 7mo

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...

408 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.

Helana Zhang

Vercel Head of Field & Partner Marketing | Formerly Zuora, Optimizely, Cisco Meraki • 7mo

Below is a question I commonly ask in leadership interviews: If I were to speak with your manager today, what would he/she/they say are your strengths and biggest opportu...

510 Views

How do you manage and segment your contact database to ensure targeted messaging and personalized campaigns?

Erika Barbosa

Counterpart Marketing Lead | Formerly Issuu, OpenText, Webroot • 1y

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 ...

423 Views

Can you share insights on how you track and measure campaign performance across channels within your tech stack?

Erika Barbosa

Counterpart Marketing Lead | Formerly Issuu, OpenText, Webroot • 1y

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...

419 Views

How do you collaborate with other teams, such as sales or product, within your organization using your tech stack to align demand generation efforts with overall business goals?

Ami Denman

Chime Sr. Director: Lifecycle & CRM | Formerly Atlassian, Walmart, Popchips, PlayStation • 1y

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...

1,289 Views

How do you use lessons learned from previous campaigns to inform future strategies?

Erika Barbosa

Counterpart Marketing Lead | Formerly Issuu, OpenText, Webroot • 2y

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

1,480 Views

What testing methodologies do you employ to optimize campaign performance?

Sheena Sharma

JumpCloud Vice President, Revenue Marketing • 2y

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...

1,081 Views

How do you define what should be de-centralized or centralized core processes that impact how teams launch and execute campaigns?

Nicolette Konkol

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

This question is specific to scaling a business. No one size fits all answer, what you choose to centralize or decentralize has a lot to do with what growth stage you are...

2,029 Views

Does Campaign Operations typically fall into the responsibilities of Demand Generation or Marketing Operations?

Nicolette Konkol

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

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 speciali...

1,827 Views

What are the most important processes to put in place to empower your marketing team with better campaign operations?

Erika Barbosa

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

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...

531 Views

How do you allocate budgets across different channels within a campaign?

Erika Barbosa

Counterpart Marketing Lead | Formerly Issuu, OpenText, Webroot • 2y

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...

850 Views

What factors do you consider when setting campaign goals and objectives?

Erika Barbosa

Counterpart Marketing Lead | Formerly Issuu, OpenText, Webroot • 2y

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...

860 Views

How do you determine the most effective channels for your campaigns?

Erika Barbosa

Counterpart Marketing Lead | Formerly Issuu, OpenText, Webroot • 2y

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 ...

866 Views

How do you identify and define your target audience for a specific campaign?

Erika Barbosa

Counterpart Marketing Lead | Formerly Issuu, OpenText, Webroot • 2y

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...

899 Views

What data do you need to justify out-of-home ad spend? How do you measure success?

Moon Kang 🚀

Showpad Director, Growth Marketing | Formerly a child • 3y

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...

2,322 Views

What types of insights are common drivers in impacting changes within Sales & Marketing?

Erika Barbosa

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

The types of insights that can be gleaned will largely be business-specific; however, the partnership between the departments is critical. For the purpose of this questio...

207 Views

Which demand gen tech tools have you been able to implement yourself, without engineering support?

Erika Barbosa

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

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...

1,461 Views

Which are the 3 most important tools currently in your tech stack?

Erika Barbosa

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

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 ...

799 Views

How do you keep yourself in the know on new demand gen tools and technologies?

Erika Barbosa

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

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...

810 Views

What are the most important factors you evaluate when deciding whether to add a new tool to your tech stack?

Erika Barbosa

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

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...

820 Views

What KPIs do you tie to the tools in your tech stack to ensure that they are working properly to help you reach your goals?

Erika Barbosa

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

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-...

780 Views

How do you set goals for your Demand Gen team? What do you hold them accountable to?

Moon Kang 🚀

Showpad Director, Growth Marketing | Formerly a child • 3y

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 ...

1,536 Views

Are there certain tools that you’d recommend for best-in-class campaign execution?

Nicolette Konkol

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

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 Mar...

2,348 Views

Are you able to tie revenue all the way back to campaigns and spend? And if so, what tools do you use to do that?

Erika Barbosa

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

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...

267 Views

Which items shouldn’t be prioritized for better campaign execution?

Nicolette Konkol

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

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. Th...

1,766 Views

What are the most important Demand Gen metrics you focus on and what cadence do you review them?

Moon Kang 🚀

Showpad Director, Growth Marketing | Formerly a child • 3y

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" bec...

2,982 Views

What is the difference between data, analytics & metrics?

Erika Barbosa

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

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...

279 Views

What are typical organization structures that you’ve seen successful for teams who are working in data and analytics? Like RevOps for ex.

Erika Barbosa

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

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...

320 Views

What are common metrics that drive different types of marketing strategies like ABM or PLG?

Moon Kang 🚀

Showpad Director, Growth Marketing | Formerly a child • 3y

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 un...

1,568 Views