Liz Bernardo

Director of Demand Generation & Partner Marketing - Americas, Snow Software

Content

What is your favorite demand generation interview question and the best answer you've heard?

Liz Bernardo

Snow Software Director of Demand Generation & Partner Marketing - Americas • October 27

My favorite question to ask during an interview is “If you could spend an extra $100k on demand generation in your current role, what would you spend it on and why?” I really like this question because it helps me understand a variety of things about how the candidate thinks. Dependent on the ......Read More

2714 Views

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

Liz Bernardo

Snow Software Director of Demand Generation & Partner Marketing - Americas • October 27

In the Demand Generation world, KPI's are ever-evolving but one always remains consistent - "to drive marketing pipeline for the business." When starting out your career in DG, KPI's will be decided by your MLT team and assigned dependent on the annual, bi-annual or quarterly goals. Some of th......Read More

1877 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?

Liz Bernardo

Snow Software Director of Demand Generation & Partner Marketing - Americas • October 27

Where do I see Demand Generation heading? That's an interesting question. Like most DG roles I am see them being converted to Field Marketing. In my humble opinion, a traditional Demand Generation role is much more than just Field Marketing. With Demand Generation you basically sit with one foot ......Read More

1729 Views

Is there a single career path for demand gen? Or what are some good career paths that can lead to a demand generation leadership role like yours?

Liz Bernardo

Snow Software Director of Demand Generation & Partner Marketing - Americas • October 27

Personally, I don't think there is a one single path for Demand Generation. I came into the role by surprise. I was interviewing for a Marketing Manager role at a company, almost 10 years ago and during the interview we were whiteboarding out pipeline funnels. I was talking through waterfall metr......Read More

1083 Views

What pointed recommendations do you have on gaining influence as a new member of an organization or as a junior team member?

Liz Bernardo

Snow Software Director of Demand Generation & Partner Marketing - Americas • October 27

My biggest tip for gaining influence as a new member of an organization is a two-parter - Work creatively and know your numbers. As cliché as it sounds, thinking on your toes & thinking outside the box will constantly give you a leg up. Failing fast and pivoting to a new program or idea is som......Read More

797 Views

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

Liz Bernardo

Snow Software Director of Demand Generation & Partner Marketing - Americas • March 2

The prioritization should align with your business objectives. Those overarching goals decided by your sales and marketing leadership team should formulate a foundational layer for you to build from. From there you can prioritize the programs based on the largest gaps that need to be filled.......Read More

782 Views

What's the most effective way to scale a Demand Generation team beyond the first Demand Generation manager?

Liz Bernardo

Snow Software Director of Demand Generation & Partner Marketing - Americas • March 2

In my personal experience, it was best to expand the team by bringing in a marketing generalist with an interest in Demand Generation. Someone who had a solid base of entry-level marketing skills in multiple departments and that was eager to learn the role of Demand Generation, allowed me to have......Read More

731 Views

What are some examples of "quick wins" you should aim for in the first 90 days?

Liz Bernardo

Snow Software Director of Demand Generation & Partner Marketing - Americas • March 1

5 things I would consider quick wins within 90 days are: 1. Understanding challenges in the market and what differentiates your product in solving them. 2. A solid grasp of average deal sizes, time to close, and past 3 years of sales metrics and goals. 3. Completing a detailed analy......Read More

665 Views

What should you aim to do in your first month and your first quarter?

Liz Bernardo

Snow Software Director of Demand Generation & Partner Marketing - Americas • March 2

When you are coming in new to a role, your first month should involve getting a lay of the land. Understanding and reviewing past metrics, meeting with stakeholders, learning your team and company's strengths and weaknesses, OKRs, etc. Once you have identified the above, you should then start......Read More

628 Views

What questions should you ask during your one-on-ones with your cross-functional teams during your first month at the company?

Liz Bernardo

Snow Software Director of Demand Generation & Partner Marketing - Americas • March 2

The first question that immediately comes to mind is: "What is the best way we can work together?" Dependent on the team member's role, you may be working with this person regularly and you will need to align on how you both work, but also how you both can make an impact to the business together.......Read More