Jason M. LemkinCEO, SaaStr · Co-Founder of SaaStr AI, SaaStr Fund, Adobe Sign

Unlocking Sales Success: The Critical Role of Demand Generation

9 Aug 2023 · 1 min

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Jason M. Lemkin argues founders must be honest about whether they have a true VP of Demand Generation who actually delivers pipeline (leads, opportunities) to sales. Many marketing leaders know brand/product/corporate marketing but may not produce sales-ready demand; common mistakes include hiring growth hackers at inappropriate stages (e.g., when ACV is $100,000) or otherwise mis-aligning marketing efforts with sales needs.

Chapters

One super strategic. And then we'll have one last tactical point, the super strategic point, and I see so many founders not doing this enough, is if you want to help the sales team, you've got to be honest. Do you have a real VP of Demand gen? Does your head of marketing, whoever she or he is, whatever level, whatever the title, are they really delivering pipeline, leads, opportunities, whatever the right metric is for your company, or whatever you are, they really delivering it to sales? And sounds silly, but it's not. They know corporate marketing, they know brand marketing, they know product marketing, they know other types of what we call marketing. But they don't know how to get you leads, not really. They'll hire a growth hacker when their ACV is 100,000, right? Or they'll, they'll, or they'll do the opposite.