How is the demand gen team organized at your company? Is there a single person accountable for campaign execution and management or is it a shared function across other marketing team?

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3 Answers

Product Marketing / Demand Gen Alignment

Sapphire Reels

Atlassian Senior Director of Product Marketing • May 28

Atlassian's model is pretty different from what a lot of people have experienced. Demand gen strategy is owned by a campaign strategist, but execution runs through shared services, and PMM is responsible for all content. So strategy and execution are somewhat decoupled by design. That works when the strategist has real ownership and the feedback loops between strategy and execution are tight. Where it breaks down is when PMM doesn't get engaged until execution is already underway. At that point ...Read More

1,269 Views
Jeremy Moskowitz

MURAL Vice President, Segment Marketing | Formerly LinkedIn • 1y

In a company the size of Outreach, campaign teams are highly cross-functional. Stakeholders on my campaign teams include Product Marketing, SEO, Performance Marketing, Customer Marketing, Brand, Content Marketing, Field Marketing, and Sales Enablement. Each member of the team is responsible for executing strategy and tactics within their domain expertise and funnel stage with appropriate KPIs. There have been different types of Demand Gen models based on our phase of growth: Iterative/Growth H ...Read More

561 Views
Jennifer Ottovegio

Narvar Fmr Director of Product Marketing • 8y

At Narvar, demand generation is under the product marketing umbrella. It helps us closely align on priorities, collaborate on campaign plans, establish goals, and measure revenue impact. This alignment is critical because we want to enact campaigns to generate demand where the business needs it most. That said, make every effort to treat channel initiatives like campaigns. For example, if we have an event coming up, we want to ensure it fits into a broader campaign strategy. For example, have ...Read More

2,147 Views