I ran a training for my team on this earlier this year! Here's an abridged
version (feel free to reach out to me via LinkedIn if you want the full deck):
What do we me...Read More
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Vice President, Marketing Acquisition & Growth at Heap • August 24
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Vice President, Marketing Acquisition & Growth at Heap • August 24
These are the core OKRs that I've tracked in various forms throughout my demand
generation career: Objective: Drive pipeline Key Results: Raw volume merics:
Leads: Net...Read More
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Vice President, Marketing Acquisition & Growth at Heap • August 24
Yes! I actually had this experience for a few years. We had a pretty healthy ad
budget as a business, but the focus wasn't specifically on the sales funnel. It
was mor...Read More
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Vice President, Marketing Acquisition & Growth at Heap • August 24
I'd think about how you can leverage agency and contractor resources to get more
out of your small team. Then I'd also look at the maturity of the marketing
program: D...Read More
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Vice President, Marketing Acquisition & Growth at Heap • August 24
Quarterly/annual OKRs: In an ideal world, you have a joint financial planning
process between demand gen + Sales that outlines the sales bookings targets you
need to h...Read More
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Vice President, Marketing Acquisition & Growth at Heap • August 24
In a self-serve world, you don't have the traditional sales funnel stages of
MQL, SAL, SQL and closed/won to manage. You are probably focusing more on things
like traf...Read More
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Vice President, Marketing Acquisition & Growth at Heap • August 24
This is another great question! I think there a few categories of KPIs where you
should be wary: (1) KPIs or metrics that are out of your control. I fully
believe that...Read More
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Vice President, Marketing Acquisition & Growth at Heap • August 24
See my answer on how I recommend setting targets - I think it's really really
hard but really really important to get past the uncertainty, and set some kind
of target...Read More
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Vice President, Marketing Acquisition & Growth at Heap • August 24
Not necessarily over-hyped, but I think it is important to find the balance
between being too focused on top-of-funnel (Traffic, leads, MQLs) and having
targets that a...Read More
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Vice President, Marketing Acquisition & Growth at Heap • August 24
I love this question! I think it is really important to make sure that you have
alignment on a few key things before you start any project or initiative:
Context Objec...Read More
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Vice President, Marketing Acquisition & Growth at Heap
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