Kady Srinivasan

* Own: * Lead volume and quality (MQLs, SQLs). * Campaign performance (CTR, conversion rates). * Pipeline contribution and ROI of demand gen efforts. * Don’t Own: * Pure revenue metrics (owned by sales). * Customer retention and expansion (owned by customer success). Focus on the metrics you directly influence and partner closely with sales to ensure alignment.

* Own: * Lead volume and quality (MQLs, SQLs). * Campaign performance (CTR, conversion rates). * Pipeline contribution and ROI of demand gen efforts. * Don’t Own: * Pure revenue metrics (owned by sales). * Customer retention and expansion (owned by customer success). Focus on the metrics you directly influence and partner closely with sales to ensure alignment.

* Net Promoter Score (NPS): While it’s a decent pulse check for customer sentiment, it doesn’t always correlate with growth or revenue. * Bounce Rate: Taken in isolation, it’s rarely actionable and often misunderstood. * Click-Through Rate (CTR) Alone: CTR without downstream metrics like conversion rate or cost-per-lead is incomplete. * Time on Page: Without context, this doesn’t tell you if the time spent was valuable.

* Quarterly OKRs: * Objective: Increase mid-market pipeline by 25%. * KR1: Launch 2 ABM campaigns targeting top 100 accounts. * KR2: Generate $1M in SQLs. * KR3: Improve MQL to SQL conversion from 20% to 25%. * Annual OKRs: * Objective: Achieve $10M in sourced pipeline. * KR1: Launch a lead nurture series to improve lead-to-MQL conversion by 15%. * KR2: Drive a 30% increase in demo requests.

When entering new markets, I rely on the following process: 1. Data-Driven Benchmarks: If there’s no internal data, I look for benchmarks in similar industries or geographies. 2. Iterative Goals: Start with conservative, hypothesis-driven KPIs. Track performance, learn, and adjust quarterly. 3. Cross-Team Collaboration: Align with sales and product teams to ensure market entry assumptions are realistic. 4. Leading Indicators: Focus on early signs of traction (e.g., engagement rates, early-stage pipeline) rather than lagging metrics like revenue.

We use a centralized dashboard that aggregates data from all our tools (e.g., CRM, marketing automation, analytics platforms). Each channel has its own set of KPIs that align with its role in the funnel. For example: * Top-of-Funnel Channels (paid social, SEO): Impressions, clicks, and conversions to MQLs. * Mid-Funnel Channels (email, nurture campaigns): Engagement rates, MQL to SQL conversion. * Bottom-of-Funnel Channels (ABM, sales assist): SQL to opportunity and pipeline generated. Weekly syncs help us identify trends and recalibrate if needed. Transparency is key—everyone on the team knows the KPIs we're tracking and their impact on the broader goals.

* Understand the Funnel: Map out the buyer journey and identify key points where demand gen has the most impact. * Collaborate With Sales: Agree on definitions (MQL, SQL) and where demand gen takes ownership. * Start Small: Focus on a few key metrics initially (e.g., pipeline contribution, MQL to SQL conversion). * Evolve Metrics: As the function matures, layer in additional KPIs like cost per lead and velocity metrics.

* Start With Company Goals: Align OKRs with overarching business objectives (e.g., pipeline targets, new market penetration). * Set Cascading OKRs: Break down the company’s goals into actionable demand gen objectives. For instance: * Objective: Generate $2M in pipeline this quarter. * Key Results: Launch 3 campaigns, achieve $500k pipeline per campaign, drive 100 SQLs. * Project Mapping: Each OKR ties to specific initiatives. For example, a webinar might target pipeline generation for a specific segment.

* Vanity Metrics: Metrics like social media followers or email opens that don’t correlate with pipeline or revenue are dangerous to focus on. They look good but rarely drive business outcomes. * MQL Quantity Over Quality: Pushing for a specific MQL count without ensuring alignment with sales can lead to wasted resources on low-quality leads. * Unrealistic Targets: Setting goals like 10x growth in a single quarter without proper market conditions or resources can damage team morale.

* Align With Sales First: Meet with sales to understand their goals, the ICP, and what constitutes a qualified lead. Build trust early. * Audit the Funnel: Assess what’s working in current lead gen efforts. Are there quick wins (e.g., better nurture paths, small targeting adjustments)? * Start Simple: Focus on a few key campaigns and prove value before expanding. * Build Infrastructure: Invest in tools that provide visibility and scalability (e.g., marketing automation, lead scoring). * Show ROI Early: Prioritize campaigns that can deliver measurable pipeline impact within your first 90 days.