John Yarbrough

Start with understanding what the business cares about most. All Demand Gen teams are expected to help drive pipeline and bookings, but you should try to get as much cont...

You're right this is hard to do, and I'm sure you'd get different answers from different Demand Gen leaders. When you lack historical data for a given region to inform go...

First, congratulations on your new role! I love this question because it suggests you have already come to the realization that there are significantly more things that y...

When I think about measurement gone wrong, my first question is typically about the marketer, not the KPI. All KPIs can be useful, assuming your measurement is scalable (...

I answered this more comprehensively in another question, but to summarize: Vanity Metrics: Anything that can be gamed or doesn't directly reflect impact with your targe...