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Sheena Sharma

Sheena Sharma

Vice President, Marketing Acquisition & Growth, Heap

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Sheena Sharma
Sheena Sharma
Heap Vice President, Marketing Acquisition & GrowthAugust 24
* 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 mean when we say “project-specific KPI”? * As we develop quarterly plans, or kick off specific strategies, we ...Read More
2211 Views
Sheena Sharma
Sheena Sharma
Heap Vice President, Marketing Acquisition & GrowthAugust 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 new names added to the database * MQLs: Marketing qualified leads, or folks who ...Read More
1958 Views
Sheena Sharma
Sheena Sharma
Heap Vice President, Marketing Acquisition & GrowthAugust 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 are out of your control to drive (closed / won, revenue). If your marketing team is ONLY KPI'ed on MQLs and nothing els...Read More
1640 Views
Sheena Sharma
Sheena Sharma
Heap Vice President, Marketing Acquisition & GrowthAugust 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 hit for the year, and then broken down by quarter. * From there, say your quarterly sales bookings plan...Read More
1369 Views
Sheena Sharma
Sheena Sharma
Heap Vice President, Marketing Acquisition & GrowthAugust 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: * Do you have a decent database of leads, and the goal is activating that database and driving MQLs and SQLs? If...Read More
1365 Views
Sheena Sharma
Sheena Sharma
Heap Vice President, Marketing Acquisition & GrowthAugust 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 more focused on driving self-serve. My remit was driving pipeline for the sales organization, so we had to get smart abou...Read More
1307 Views
Sheena Sharma
Sheena Sharma
Heap Vice President, Marketing Acquisition & GrowthAugust 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 marketing and demand generation should be really focused on driving meaningful results for the busi...Read More
1280 Views
Sheena Sharma
Sheena Sharma
Heap Vice President, Marketing Acquisition & GrowthAugust 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.  * In my 10+ years of building and launching demand generation programs, I honestly can't remember a time when I ha...Read More
1214 Views
Sheena Sharma
Sheena Sharma
Heap Vice President, Marketing Acquisition & GrowthAugust 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 traffic, sign ups, activations, product engagement and invoices/customers. * The levers you pull here are probably more a...Read More
1069 Views
Sheena Sharma
Sheena Sharma
Heap Vice President, Marketing Acquisition & GrowthAugust 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 * Objective * Strategies * KPIs * Primary * Secondary * Out of scope * DACI (Drive...Read More
988 Views
Credentials & Highlights
Vice President, Marketing Acquisition & Growth at Heap
Top Demand Generation Mentor List
Top 10 Demand Generation Contributor
Knows About Demand Generation KPI's, Campaign Operations, Marketing Operations, Digital Marketing...more