Kayla Rockwell

Senior Group Manager, Demand Generation, Databricks

Content

How do you break down responsibilities and KPIs between Demand Generation and Product Marketing?

Kayla Rockwell

Databricks Senior Group Manager, Demand Generation • August 4

There will likely be a crossover in a few KPIs between DG and PMM. This however is not a bad thing, it ensures your PMM counterparts are invested in making sure GTM activities are successful. For example both groups might take an opportunity target. For DG this is our bread butter. For PMM it hel......Read More

1646 Views

I’m the first Demand Generation hire in my company. What advice would you give to someone tasked with establishing this function in an existing business structure?

Kayla Rockwell

Databricks Senior Group Manager, Demand Generation • August 4

A team of one has the opportunity to lay the foundation for a solid demand generation function. That being said, it's important to ensure a thoughtful and scalable approach. You'll need to choose 1 or 2 main KPIs to impact, you should work with sales and PMM to form a point of view. You might cho......Read More

1506 Views

If your Demand Gen team has only one or two people responsible for covering multiple products with complex features, how would you recommend dividing the workload in the short-term so as best to support long-term growth and expansion of the team?

Kayla Rockwell

Databricks Senior Group Manager, Demand Generation • August 4

This is a tricky one as the business can often communicate all of these features and products are equally important. In reality it often creates too many messages for your audience if you try to go after them all at the same time, not to mention it will quickly burn one to two people out! Conside......Read More

1482 Views

What is the best way to overcome legacy mindset within the leadership team when trying to set an organization up for scale?

Kayla Rockwell

Databricks Senior Group Manager, Demand Generation • August 4

Use Data. Data is often the best way to help show people a new path forward. I like to say data democratizes the decision making process. It helps ensure everyone has a seat at the table, not just the loudest or most senior voice in the room. Data alone is not enough. You’ll need to ensure you ha......Read More

1055 Views

How do you communicate Demand Generation updates and activities to the rest of the company?

Kayla Rockwell

Databricks Senior Group Manager, Demand Generation • August 4

Communication to the broader department or company (depending on size) is key. I often find long emails or slack chats with updates get lost in the shuffle. Holding a standing meeting may be a better route. Find a cadence that works (weekly, monthly, or quarterly), create a consistent agenda so f......Read More

772 Views

As a hiring manager, what do the best Demand Generation candidates have in common?

Kayla Rockwell

Databricks Senior Group Manager, Demand Generation • August 4

The best candidates have a ruthless attention to detail, this is by far the most important trait in my view. Without it planning, managing, executing, and scaling campaigns becomes nearly impossible. Additionally stellar demand gen team members understand the importance of building true cross-fun......Read More

715 Views

What's your framework to prioritizing needs/deliverables when you're the first Demand Generation manager at a company establishing the function?

Kayla Rockwell

Databricks Senior Group Manager, Demand Generation • August 4

646 Views

Where do you see the future of Demand Generation heading? What skills will a future Demand Generation manager need that he/she doesn't have today?

Kayla Rockwell

Databricks Senior Group Manager, Demand Generation • April 16

Ohhh! Interesting question. Demand generation has come a long way in the last several years thanks to marketing automation, analytics, and more. We can measure, slice and dice data, and optimize in ways we never thought possible. I believe many of these systems will get smarter, likely augmented ......Read More

400 Views

How do you measure your own success in your role? How much have those performance indicators evolved as you grew within your role?

Kayla Rockwell

Databricks Senior Group Manager, Demand Generation • April 16

I measure my success in a role in a few different ways. First, am I hitting my targets? KPIs, goals, etc as aligned and agreed upon by the business. Think of these as quarterly or yearly metrics that you build plans against, execute, and deliver results. If I’m not hitting my targets this is wher......Read More

372 Views

Is a demand gen career path a good way to go if you want to be a CMO someday?

Kayla Rockwell

Databricks Senior Group Manager, Demand Generation • April 16

I’m not a CMO but there are a few backgrounds I see consistently showing up in top CMOs. Two I see often are a background in product marketing or demand generation. Demand generation is a solid foundational skill set for understanding marketing, but if you aspire to be a CMO one day, you’ll want ......Read More