Fanette Jobard

It depends a bit on whether you're using a PLG or Sales-Led model. PLG: Usually, the first sign is that trial leads aren't activating, or not enough inbound leads (demos...

Sharing in a central wiki or company repository (we use Notion at Sentry), at the same time as other teams to give them the same level of attention. I am a big fan of asy...

You could just rename MQL to PQL (product qualified lead) and, voilà! Just kidding. Many teams treat sales-led and self-serve as entirely separate models, but in my view,...

If Demand Generation and Content Marketing were to share a single KPI, Marketing Engaged Leads (MELs)—also known as leads generated or new emails in the system—would be i...

Congrats! This is an exciting role, and it’s definitely an addictive one because you’ll have the chance to build everything from the ground up. I’d start by focusing on M...

Start by aligning Demand Generation’s OKRs with the company’s main pillars so that every internal stakeholder can understand your goals. For each theme, define 2-3 highly...

Similar to the question about worst KPIs, I believe vanity metrics and volume KPIs are often too easy to manipulate and can be used to tell a misleading story. Metrics li...

This is the million-dollar question! It’s a real challenge for many companies, as it touches on all the complexities of attribution. I would start by defining a straight...

Framing KPIs in terms of control and impact: if you control it or influence it, you can own it. In Demand Gen, we can control lead quality, MQLs routed to sales, and even...

I love this question, though it’s a challenging one because there are plenty of KPIs that can be misleading or even counterproductive to commit to. Generally, I believe i...