Monica Myers

One of the great things about Demand Gen is that there isn't a set path into it. For example, I started my career in sales and account management before transitioning over to marketing. While somewhat atypical, I've found having a sales background to be beneficial as I've grown my career in DG because it gave me a first hand look into what the sales and marketing relationship looks like from the other perspective, and a deep empathy for being quota carrying. I've worked with incredible DG market ...Read More

My number one tip when building or scaling a Demand Gen function and team is to ensure that there is a clear path to measureable outcomes and impact across the DG team. While understanding impact and building a sense of accountability is important for all marketing functions, it's critical for Demand Gen. Regardless of how your company is structured, every Demand Generation member should have a set of tangible metrics and business outcomes that they are working towards. This is generally a pipel ...Read More

Congratulations! This is an important moment because you have the unique opportunity to truly define how the Demand Gen team functions at your company. Demand Gen can mean different things to different people, so I recommend creating a clear strategy for what it means for you and your company, and clearly and proactively communicating that across your company, particularly with your key stakeholders in sales, product marketing, content marketing, executive team, etc. DG plays such a powerful rol ...Read More

Demand Generation sits at a critial intersection of the business, and as such, holds an important responsiblity to ensure that stakeholders and business leaders have access to key metrics. That said, different stakeholders and departments of a company often require information shared in customized ways that ensure that those updates are relevant and actionable to their area of focus. For example, the updates you provide to sales leadership will differ from the updates you provide to the product ...Read More

I approach a 30/60/90-day plan with this general framework in mind: In the first 30 days, focus on understanding the foundations of the business. By 60 days, start executing quick wins. By 90 days, establish a rhythm of proving impact and scalability. 30 Days: Lay the Foundation Understand the pitch – Listen to as many product demos as possible to grasp its value to customers. If it's a sales-led motion, listen to demos from different reps to identify common themes and patterns. Dive into the da ...Read More

I love this question because, while prioritizing quick wins is often emphasized in a 30/60/90-day plan, it can sometimes feel ambiguous. In general, I define quick wins as easy-to-execute changes that either significantly improve performance or save the company money and resources. While quick wins will vary for each business, here are a few key areas to focus on: Budget Savings – Review budget line items and historical performance. Are there channels or campaigns with high spend but low results ...Read More

I've had success working with DG agencies across paid media, operations, and lifecycle, as well as challenges, and have learned a few key strategies to make these relationships as productive as possible. Most importantly, when working with third parties, accountability is everything. Here is how I create it: Clear KPIs: Before signing a contract with a new agency, I require mutually agreed-upon KPIs so both parties have clear expectations from the start. These serve as a valuable reference point ...Read More

Think of the 30/60/90-day plan as a framework for onboarding and ramping up both yourself and your Demand Gen function. It shouldn’t be so rigid that you can’t adapt as you learn more about the company and its needs, but it also shouldn’t be so vague that it doesn’t help you or your manager with your initial roadmap. If it feels like it's not adding value, feel free to pivot. You might find another framework that works better for you than a 30/60/90-day plan. If you do decide to use one, here’s ...Read More