Published: 17 March 2022
Many technology marketers rely solely on volume- and activity-based metrics to determine campaign effectiveness. When working with demand generation teams, product marketers must ensure alignment of campaign plans to business objectives, with success measured against overall business impact.
Simultaneous annual and quarterly sales and marketing planning cycles lead to development of demand generation plans without a clear vision of the business objectives and a lack of clarity around the sources of revenue.
Technologyproviders continue to find it difficult to prove the ROI of demand generation programs, often leading to a push for programs that deliver on sheer lead volume versus business impact or revenue.
A lack of transparency around demand generation objectives and results often drives misplaced directives from executives and sales leadership, leading to less-than-optimal campaign success.
To improve the effectiveness of demand generation efforts, product marketers should:
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